Paris – Luxury retailer Louis Vuitton is taking a creative approach to the challenges posed by Covid-19, opting to live-stream its physical fashion show to LinkedIn.
Rounding off the spring/summer season in Paris, the brand posits an experimental future for catwalks while maintaining the experience of a physical location. Alongside a select number of in-person attendees, the show – held at iconic Parisian store La Samaritaine – integrated individual cameras with a 360-degree view, each representing a digital guest. Throughout the building, green screens allowed for trapeze artists, magicians, and other images to be projected into the space – resulting in a phygital experience curated for both in-person and virtual attendance.
'A lot of new windows and perspectives are opening,' said Nicholas Ghesquière, creative director at Louis Vuitton. ‘It’s another step towards globality, and I guess that’s absolutely necessary. We’ve sometimes made people feel excluded. So probably, it’s a way to include more people in what we do.’
Using Covid-19 as a catalyst for innovation, fashion brands are leaning into the potential of digital fashion weeks.