The past parade seasons bear witness to events never experienced before, taking a turn towards the non-traditional. With the many developments of COVID-19 the world has witnessed, hosting in-person shows to launch new collections no longer presented itself as an option for big fashion houses. Industry giants have turned to a virtual and digital approach to product presentation. These alternatives set new standards for creatives: here are some of the season’s most captivating works.
SAINT LAURENT: SUMMER OF 21
In collaboration with director Gaspar Noé, Anthony Vaccerello, creative director of Saint Laurent, releases a new short film presenting the brand’s new collection. Set in a strange, hostile but at the same time elegant atmosphere, the film transports us to a world of mystical beauty, full of pure sensations, giving each piece of the collection its well-deserved value.
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SAINT LAURENT – SUMMER OF '21
JACQUEMUS: LOVE
Although already presented a few months ago during one of the most beautiful parades of the season, this new spring-summer 21 collection, “L’AMOUR” by Jacquemus joins the digital look book movement with this presentation published there A few days. Directed by Oliver Hadlee Pearch, this short film generates poetic and magical sensations in an idyllic setting, keeping the soul of this collection in itself. Elegant dresses, monochrome outfits as well as a range of neutral pieces to scale: each item in the collection evokes luxury.
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JACQUEMUS SS21 "LOVE" BY OLIVER HADLEE PEARCH
MARGIELA HOUSE: SWALK II
Maison Margiela unveils its spring-summer 2021 mixed collection in a fashion film, directed by Nick Knight. Merging documentary images from the house’s workshop with John Galliano’s memories of tango dance from Buenos Aires, this narration takes us to the heart of a story of love and passion. The whole performance updates the very personality of the collection: new forms of beauty in the renewal of artisanal clothing.
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Maison Margiela Co-Ed Collection Spring-Summer 2021 | SWALK II
MOSCHINO: NO STRINGS ATTACHED
Creative Director Jeremy Scott elegantly transforms what would have been an in-person fashion show into a miniature puppet event, lending Moschino’s Spring / Summer 21 collection a prodigious dimension. 40 looks have been authentically re-proportioned to fit different figures, created by Jim Henson’s Creature Shop. This short film transports us to a world that is both extraordinary but so real, from which emanates ineffable satisfaction. Every detail of the patterns, fabric and clothing was preserved and adapted to the figurines for a true presentation of the collection. This puppet show celebrates the virtues of haute couture in its own way.
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Moschino Spring Summer 2021 collection
BALENCIAGA: SUNGLASSES AT NIGHT
Walter Stern opts for a one-of-a-kind look-book for the Balenciaga summer 21 pre-collection. Made from a music video of BFRND’s modern interpretation of Corey Hart’s Sunglasses at Night from the 1980s, models roam the dark streets of Paris to congregate at the iconic Pont Alexandre III. This scene gives us an overview of the entire collection. Once again, the marriage of sound and brand vision creates everything this collection is: glamor and attitude.
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Balenciaga Summer 21 Pre-collection