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The Making of the Virtual Men’s Fashion Week

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The Making of the Virtual Men’s Fashion Week After the past few months spent in quarantine, fashion houses have returned to work in France and Italy with ideas to reform the way we saw fashion before the pandemic, starting with the Men’s Fashion Week.

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Although nothing really compares to watching a fashion show in real life, several luxury brands have tried to accommodate for this season’s Men’s Fashion Week by allowing fans to have an in-depth look at their latest collection with creative approaches.

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Jonathan Aderson, for example, head of JW Anderson and Loewe, sent out a show-in-a-box PR package, containing inspirational items and the key looks of their newest collection, setting up a fashion look you can experience at home.

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Hermès decided to live-streaming a digital experience tied to its spring 2021 collection after the announcement of the postponement of Men’s Fashion Week and later on FHCM announced a video-only fashion week would occur. “Digital is clearly part of the shape of fashion to come and we will take it as an opportunity for innovation to complement tradition,” Ralph Toledano, the president of the FHCM, told Vogue. 

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Louis Vuitton’s Virgil Abloh created a series of short films that are being shown on a democratic and inclusive tour around the world, beginning in Paris and expecting to take place in Shanghai on the 6th of August. On the other hand, Dior partnered up with several artists to create unique pieces that translate into a mixture of cultures and ideals.

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On June 24, France’s FHCM announced that live, physical shows will be returning in time for brands to showcase their Spring 2021 women’s fashion week collections, as the date is set from September 28 to October 6. In the meantime, the Men’s Fashion Week proved to be an innovative way to present fashion and has changed the way we perceive this industry.

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