(Paris) After Milan, the men’s ready-to-wear week starts Tuesday in Paris, betting on the “physical” presence, despite the wave of the highly contagious Omicron.
Posted at 10:02
Of the 76 houses registered in the official calendar, 17 organize parades against six in June, in a more serene health context. Among them, Dior, Hermès, Rick Owens and Y/Project, as well as Kenzo, with its brand new artistic director at the helm, the Japanese Nigo, famous in the middle of the streetwear.
Louis Vuitton is hosting two fashion shows on Thursday for Virgil Abloh’s latest collection. The creator popular with millennials and the first black designer at the head of a luxury house died in November of cancer, at the age of 41.
In addition, nearly thirty brands, including Courrèges and Issey Miyake, plan “real” presentations that are less formal than fashion shows with several time slots, to which journalists and buyers are invited.
“This testifies to the deep aspiration of brands, of fashion players for the physical,” welcomes the executive president of the Haute Couture and Fashion Foundation Pascal Morand, interviewed by AFP.
PHOTO STÉPHANE MAHE, REUTERS
A creation by designer Pierpaolo Piccioli
“Digital enriches the physical, but does not replace the emotional and sensory side of the show,” he adds.
Egonlab, a French brand founded two years ago by Florentin Glémarec and Kévin Nompeix, which made a name for itself with artistic videos, enters the official calendar with a fashion show.
“It is important for a house to move on to the stage of physical fashion shows, it is the culmination of a long process. All the more so after this long period of COVID-19 during which we had to reinvent ourselves digitally in order to be able to survive, ”explains Kévin Nompeix to AFP.
“All the brands today want to parade”, underlines for his part Florentin Glémarec. “Parade alongside the big houses that have influenced us a lot, that does something to us”.
However, Egonlab “does not leave the digital side 100%” and at the same time developed with a startup “an NFT and metaverse project (the future virtual world on which the digital giants are working, editor’s note) in collaboration with Crocs”, the manufacturer of plastic clogs, adds Kévin Nompeix.