Due to the Covid-19 scenario, the fashion industry is currently studying how September fashion weeks are going to be. Although doctors and experts believe that the situation will possibly be under control until the summer, the social distance will remain for a period after the pandemic. For that reason, big events will continue to be discouraged. During February, celebrities, influencers, press, and buyers who would attend the fashion shows had to give up their seats and watch the online transmission.

The last decade was marked by technological developments. Social media has revolutionized the way brands communicate with their customers. And tools like Augmented and Virtual Realities are reshaping the fashion industry. The subject is not new. For years, fashion players have been discussing how to apply these elements to fashion shows. Especially now with all the uncertainty, VR seems to be an unprecedented turning point for the industry.

A sustainable and technological alternative for Fashion Shows

Virtual Reality can increase the audience’s engagement as well as improve their experience. All it can do this while being sustainable at the same time. Bringing VR into fashion and virtualizing the shows maybe is the most viable and eco-conscious alternative for the planet. In China, live streaming and VR are already popular tools to see and shop collections. And brands have embraced Chinese platforms.

Although AR is currently more accessible, since for the VR experience it is necessary to have specific equipment, this last one allows the viewer to see and hear fully immersive in a 360-degree view of any environment. The user can watch a model walking on a traditional catwalk, as they would in real life, turning from right to left when they passed. Amid the coronavirus outbreak, Lanvin broadcasts Paris Fashion Show using VR in partnership with the Chinese video platform iQiyi.

To follow this move, virtual showrooms, where buyers can view and order products remotely, are on the way. The wholesale platform for fashion and beauty, Joor, enables virtual showrooms and during this period saw the average value of each order placed increase by 400%, compared to 2019 numbers.