The question is highly topical and pertinent and is the one that the Women’s Wear Daily has put to Ralph Toledano, president of the Fédération de la Haute Couture et de la Mode in Paris.

Since the COVID-19 pandemic has changed the way we live, work and consequently plan our future, things have changed for everyone and specifically fashion has tried to react by redefining its priorities and overturning choices and habits.
The first to reverse the course was Giorgio Armani, after which practically all the most important players in the world understood that the vase was full and that changes were necessary.

In addition to an awareness of the production and distribution of the collections, the main focus remains that of the presentation.

Fashion weeks around the world have been cancelled and replaced by events that will take place on digital platforms, Milan and Paris are an example.

The words released by Toledano to WWD are precise and underline how it is true that “all fashion brands must have a digital mind, in every aspect of their organization. As for fashion show, digital is becoming an interesting complement and a possible alternative in very special circumstances, just like the terrible times we are going through. It can be a novelty in the expression of creativity, and that’s what we’re working on for our women’s, men’s and couture projects to be held online in July…but at least for the moment, nothing can replace the very special emotion you feel when you see a live show“.

This is the conclusion of Ralph Toledano, who for now sees no other alternative as strong and impactful as the physical parades and hopes that the shows will resume in autumn in their canonical form.