Dumfries & Galloway Standard - - STYLE & BEAUTY - EMMA JOHN­SON STEAL­ING THE SHOWS

PLANES, trains and par­ties sums up a typ­i­cal Septem­ber for the fash­ion pack. Kick­ing off with New York Fash­ion Week, tak­ing in Lon­don and Mi­lan be­fore fin­ish­ing up in Paris, for fash­ion edi­tors, buy­ers, mod­els, celebs and street stylers, it is a mad month of air­ports, air kisses and Airbnb. Not so much this year. While there have been dig­i­tal pre­sen­ta­tions, films, vir­tual run­ways and in some cases even so­cially dis­tanced cat­walk shows, the coro­n­avirus pan­demic has meant Fash­ion Month has been far from the cham­pagne-soaked cir­cus we know and love.

In­ter­na­tional quar­an­tine rules, lo­cal lock­downs and the ever-present real fear of Covid-19, mean fash­ion­istas have been un­able to zip around the globe as they nor­mally would. But the busi­ness of fash­ion pow­ers on. And the cre­ative peo­ple be­hind it have had to get even more cre­ative.

In New York, a city which has suf­fered some of the worst rav­ages of the coro­n­avirus, Fash­ion Week was an al­most en­tirely dig­i­tal event, while Lon­don Fash­ion Week was a mix of in­stal­la­tions, pre­sen­ta­tions and films. Al­though Er­dem did hold an au­di­ence­less run­way show.

In Mi­lan – the city where the Covid-19 ef­fect on fash­ion was first felt way back in March, when Gior­gio Ar­mani can­celled his AW20 show, pre-empt­ing the city’s shut­down – Fendi, Sport­max, and Hugo Boss were among the brands for whom it was al­most busi­ness as usual al­beit com­plete with face masks, hand sani­tiser and two-me­tre seat spac­ing.

The fact that Italy has not seen the sort of ‘sec­ond wave’ spikes that a lot of

Europe has, meant there were even in­ter­na­tional stars in at­ten­dance.

Or­di­nary Peo­ple’s Paul Mescal was one of the guests of hon­our at Fendi, proof pos­i­tive, if it were needed, of his star sta­tus.

In Paris some of the big­gest names in fash­ion also took a ‘the show must go on ap­proach’ with so­cially dis­tanced phys­i­cal run­way shows.

Dior hosted its show in the Tui­leries Gar­den and Coperni’s show­case was at the Mont­par­nasse Tower, while Kenzo in­vited se­lect guests to a park on the city’s Left Bank.

Bal­main also chose to present the clothes on the cat­walk.

Cre­ative di­rec­tor Olivier Rouste­ing even had a star-stud­ded FROW... of sorts. The de­signer asked mag­a­zine edi­tors and celebrity friends like Jen­nifer Lopez, Cara Delev­ingne and Kris Jen­ner to film them­selves as if they were watch­ing the show, then dis­played their videos on three rows of screens along the run­way.

Still, with French Covid-19 num­bers ris­ing, some have crit­i­cised the events tak­ing place at all.

Paris Fash­ion Week is ex­pected to come to a close on Oc­to­ber 6, with the next ma­jor round of fash­ion weeks then due to be­gin in Fe­bru­ary next year.

With coro­n­avirus cases creep­ing up again glob­ally, it is al­most im­pos­si­ble to pre­dict how the world will look by then.

Who knows, per­haps all the de­sign­ers will go the way of Jeremy Scott who showed his spring/sum­mer line for Moschino on model pup­pets in front of a pup­pet au­di­ence, both cre­ated by The Jim Hen­son Com­pany Crea­ture Shop. It cer­tainly wouldn’t be the first time a fash­ion de­signer has made us look like Mup­pets.

Bal­main’s starry ‘front row’ in Paris

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