Storytelling Is New Way Of Presenting Digital Collection In Fashion
“The era is coming when we will need storytelling. More than ever,”wrote novelist and fashion editor Sophie Fontanel on the Nouvel Obs website on June 16. This opinion, many brands and creative directors share it, is in any case what their posts on social networks and their presentations within Virtual Fashion Weeks show where everything remains to be invented. Like the entire sector since the covid-19 crisis, fashion storytelling, already shaken for several seasons by a more informed consumer, is accelerating its evolution.
The garment, now the centre of attention, is told with a fresh, straight, unbuffed look, suddenly giving a new lease of life to the campaigns of the past years that focused more on attitude than on product. Today, in the mass of digital content published by brands, new stories are bringing fashion back from its pedestal. Clothing, however, retains its power of enchantment, it offers a seemingly more accessible dream, where humility becomes seductive. To make things clearer, here are four very contemporary ways of presenting clothing and offering fashion a tasty narrative from which it will draw its renewal.
The creative process: Marine Serre, Loewe, Dior
A fashionable way to present clothes: reveal the creation process. Via their YouTube channels or their social networks, the designers Marine Serre ( read our dedicated article ), Loewe and Dior took part in the exercise. Why ? Because showing and explaining the stages of manufacturing is also proving a skill while giving the viewer a good reason to invest in the piece. It is also an opportunity to create a more direct link between the consumer and the clothing manufacturer by breaking down the space between them. The approach obviously joins the idea of transparency which now reigns in fashion as in the food industry, we then speak of “storyproving” – a concept that has already been in existence for a few years.
We can also see in these short videos a way to restore value to the clothes and, at the same time, to empower the buyer. By filming what is upstream, the brands exhibit the work accomplished. The artifact obtained, each time exposed at the end of the sequence, deserves a certain respect on the part of those who buy it.
Digitization has ventured in every industry and has brought phenomenal changes in the way of running their operations. iDesigniBuy being a leading customization software in fashion industry is enabling fashion brands with a pioneer solutions that syncs well in the era of digitization.
Source: Fashion United
