In April this yr, Italian luxurious label Ermenegildo Zegna introduced that its Spring Summer 20/21 show can be “phygital” (a portmanteau of the phrases bodily and digital).
China Fashion Week went on-line final month and now London Fashion Week too will probably be streamed on its web site. This idea is gradualy turning into the norm, given the challenges posed by COVID-19 and bodily distancing measures.
Now Chennai too has its own virtual fashion show. The six-minute 18-second video is the brainchild of jewelry designer Raji Anand, fashion designer Stephin Lalan and stylist Sunil Karthik.
“It took us a week to complete this video,” says Raji. It options 12 fashions, together with Paloma Rao, Aishvarrya Suresh, Sameea Bangera and Gayathri Reddy — and has been shot solely within the fashions’ properties.
“We kept social distancing in mind and coordinated everything. Each of the models shot their sequence at home and sent it to us. We put them together,” explains Raji. Outfits by Stephin and jewelry by Raji had been dispatched to the fashions. Hair, make-up and choreography was defined over the telephone and thru notes.
Raji says it was a difficult process to rapidly put collectively the outfits and jewelry.
“I don’t have pieces in bulk. I had to make the jewellery. They are strong pieces and comprise statement handcuffs, neckpieces and large finger rings. They had to match with Stephin’s creations that are solid, neutral, flowy garments with no prints.”
She provides “When we thought of this video, we assumed it would be easy. But the day it released (Saturday, May 30) we were so tired!”
As it turned out, the virtual show was extra “exhausting” for the organisers than a bodily stay show. “In a live show you are there, you can tell the hair and makeup artist what you want, the clothes are ironed and on the rack, and you can see everything, there is no element of surprise,” says Raji, including, “But here, we had to deal with 12 individuals separately, answer their queries, check their videos, some had too much breeze, some had low light, follow up with them, and then bring it all together.”
The video is on the market on Instagram on @stephinlalanofficial, @sunilkarthik_sk and @rajianand and on all of the fashions’ handles.