As you can imagine, each designer has tried to convey their identity through these videos, and after watching all the presentations, we’ve noticed a wide range of approaches. Some brands have opted for highly conceptual videos that didn’t show the clothes, like Dries van Noten, Namacheko or Fumito Ganryu. Others, like up-and-coming designer Louis Gabriel Nouchi have also been conceptual but did showcase their clothes – in his case, a handful of people reading different pages of L’Étranger, by Albert Camus.
Those who have taken the opportunity to display their new collections have taken different paths. For example, there were those whose presentations resembled the most a traditional showcase, like Hermès, Yohji Yamamoto, Lemaire, Études, Palomo Spain, We11done, Juun J and Reese Cooper, who staged runway shows in their own ways – either in nature, in the empty streets of a city during lockdown, or in a studio. Some others have preferred to show us the behind the scenes, offering us a glimpse into their creative processes, like Rick Owens, Y/Project or Amiri. Naturally, some have taken the digital route, thus presenting videos created with CGI and 3D techniques, like White Mountaineering, Sankuanz, Boramy Viguier or EgonLab. And there have also been those whose videos looked like long campaigns, like Casablanca and Lanvin.
Lovers of fiction will enjoy the videos resembling fashion films or even short films. That’s the case of Ludovic de Saint Sernin, who introduced us to his swimwear collection through a romantic short film set on a beach in southern France; or Lazoschmidl, who decided to do the same but in a pool party instead of in nature. Other brands working on short or fashion films include Facetasm, Sean Suen or Uniforme. A handful of other designers decided to reflect on their past, heritage and DNA, thus reinforcing their own history, like Pigalle, Dunhill, Li-Ning or Arthur Avellano. And last but not least, dancing and movement have also had their peaks in various presentations, like that of Issey Miyake Homme Plissé or Wooyoungmi.
Among the many, many videos and presentations, we’ve selected our top 10 so you don’t miss a thing.