GOING VIRTUAL

Seven brands took part in Elle Thailand’s annual fashion show which was held online for the first time

Elle Thailand recently introduced the “Front Row at Home” concept for “Elle Digital Fashion Week 2020 Powered By Lazada”, which incorporated visual techniques such as fully integrated CG technology and livestreaming to allow viewers to join in from anywhere across the globe.

Fashionistas were able to relax and take a front-row seat on their couches as they enjoyed the experience of a virtual fashion show.

A first in Southeast Asia and a digital fashion milestone, the fully-fledged virtual runway platform was a collaboration between the magazine, Southeast Asia’s leading e-commerce platform Lazada, Thai cosmetic brand Mistine, and the Bangkok Fashion Society.

Between Oct 2-4, the fashion show was livestreamed via Elle Thailand’s Facebook page and Lazada’s mobile application. These digital channels were fully integrated while an interactive “See Now Buy Now” function allowed viewers to watch and shop at the same time on their smartphone, tablet and laptop devices.

Not only did this provide a comprehensive fashion show experience but it also created exposure for Thai fashion houses. The seven participating brands included ASV, Issue, Vickteerut, Kloset, Milin, Painklller, and T and T who presented their new collections under various themes through LazLive.

Published by Post International Media, Elle Thailand is the country’s first international women’s magazine and it was launched in Oct 1994. Elle Fashion Week was initiated in 1999 to promote works of local designers.

Last year, the magazine’s silver anniversary was marked by the 25x25 (Twenty-five by Twenty-five) fashion show, which opened Elle Fashion Week Fall/Winter 2019, held at CentralWorld.

Due to the Covid-19 pandemic, Thailand’s biggest fashion event was transformed into “Elle Digital Fashion Week 2020 Powered By Lazada”. Besides the latest ready-to-wear collections, the virtual show presented the season’s make-up looks created by Mistine.

A mystical journey to discover a new world and drawing inspiration from beliefs of reincarnation were starting points for Issue’s Tree of Life collection.

Painkiller’s Blessed collection portrayed positivity through the expression of tattoo culture in the form of apparel. ASV delved into different personas of a young woman with its lookbook inspired by works of legendary fashion photographer Irving Penn.

Inspired by Luis Barragan’s works, Vickteerut 2020.02 collection featured pointed tailoring.

Girl From Mars by Northern Irish rock band Ash inspired Kloset’s collection of the same name and an image of a girl with her body sparkling like stars.

T and T’s Holistay collection went on a memorable vacation with its unique and nuanced style perfect for a warm climate.

Milin’s playful collection featured new cutting styles that break the barriers of garment design for a new display of sexy female allure.