fashion week review aw20 — dark fantasy.

Fashion Weeks are a free space for brands and designers to showcase their creations on walking humans. The monthly preparations of the creations, the development of the set are beautifully harmonized with music, make-up, the bustle at the backstage, the runway. This moment is meant for fashion reps to physically explore the glamouristic, dreamy and mysterious meanings behind their fantasies, on a concrete and materialistic way. The runaway and the illusion of the guests, picturing themselves on that story, alongside this sensorial experience conveys the message of this tale and all the characters involved reach a climax.

However, villains emerge to disturb the romantic narrative and all the characters need to deal and adapt to the presence of an (invisible) evil. The fashion story is no exception and what we thought singularized fashion weeks is now changed. Maybe a dark fantasy?

Fashion went digital. The past couple of weeks were a rollercoaster of fashion shows online and of brilliant creative ideas that rose from this pandemic. The Dior mini dresses, the Prada virtual reality or the Jacquemus bucolic dream show were just examples of how brands worked around the situation.

Positive side of all this? Fashion was not only for VIP guests, fashion was for everyone. Even physical fashion shows had special digital marketing treats for everyone - the digital content was all over the place and available all over the world. The pandemic allowed fashion to be democratized; and this is, in our point of view, a step towards a more democratic fashion industry. We’re facing a new chapter of this narrative, and people who never had the opportunity to be a character of this story, now have the lead roles. The villain brought an opportunity to dream on a rough time and, for a moment, escape from the reality and live this unique story. Fashion is a wonderland in terms of creativity, passion, love, storytelling. It’s easy to fall in love with new creations and the digital world brings a whole new perspective that we couldn’t have before.

“Happily ever after” never had such a great meaning, even on dark fantasies.

Catarina & Ana