The coronavirus has come for Fashion Week, but Fashion Week is unbowed. With the 2020 edition of show season going all-digital, the key designers talk us through how they've adapted to showing clothes in a world where showing clothes is (almost) impossible.
What’s been the biggest challenge with producing a lockdown fashion ‘show’?
Obviously the logistical side of things is more tricky, but Casablanca has never managed things in the traditional way.
What’s been the biggest opportunity?
Being able to take the time to focus on my brand and be collaborative.
How have you seen the fashion community come together in the past few months?
Everyone is being more collaborative, which is inspiring to see. We’re having to think of new ways of working, the old formats seem redundant now. Collaboration has always been at the heart of Casablanca’s DNA because that is how I personally have always operated.
Is this a watershed moment for the fashion industry?
Yes and no. It seems that we’re slowly starting to return to some sort of normality on the one hand, but on the other hand it’s forced all of us in fashion to look at the impact we’re having. Looking at what’s important, our health and our environment. Gucci’s Equilibrium project for example – it’s cool to see giants in the industry becoming advocates for positive change.
Who is your favourite designer at the moment?
My biggest inspirations all come from the school of timeless beauty, rather than ‘hype’ or ‘irony’. Chanel, Hèrmes and Cartier are fundamentally based on the beauty of the garment, that’s what inspires me.
Street style is impossible this year. Is that a good or a bad thing?
Just because people aren’t on the streets with professional photographers people are not any less invested in beautiful clothes. On Instagram our followers as enthusiastic as ever about the Casablanca story, posting their looks from their gardens, their houses – in this age we’re all photographers, it’s about finding the beauty in your environment.
What kind of role do you think a fashion show will play in five years?
Brands have had to innovate as a result of lockdown and there will be lots of creative ways of showing designers’ work coming out Paris and Milan this season, but nothing can replace the sensory experience of a real fashion show. Creating a ‘moment’ that people will remember when they think of your brand.
What has been your favourite show from another designer/brand, of all time?
There are too many great ones to have a favourite. But I am a long time admirer of the work of Karl Lagerfeld and Gianni Versace.
If your S/S '21 collection had a philosophy, what would it be?
"After the rain, comes the rainbow."
Can you pick one piece or look from S/S '21 that defines the collection?
I tried to make it cohesive so all of the pieces work together as one story, but a favourite of mine is the blue knitted jumper with the ship and the rainbow.
If money was no object, what would be your dream fashion show?
To execute everything in my imagination! The sky is the limit.
Who makes it onto the perfect front row?
Anyone that is a true fan of art.
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