Could the future of fashion be ‘phygital’?
19 September 2020 | 7:33 pm
"Phygital" is a simple neologism – the fusion of "physical" and "digital". Social distancing means traditional fashion shows won't be making a return for a while. Emerging in their place is a plethora of digital fashion content destined for social media. At Louis Vuitton, Botter and Burberry, the content is largely narrative-based, with aesthetics melding seamlessly with activism. Top of the class, however, is Jacquemus, with his short, phygital film "Amour". We take a look at it and much more.
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Models walk the runway with the Eiffel Tower in the background as Yves Saint Laurent's live show returns to the Paris Fashion Week. The live shows follow similiar returns at London, Milan and New York fashion weeks this year, after much of the designer world moved online last year thanks to Covid.
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