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Video: Chanel’s spring/summer 2021 ready-to-wear fashion show

A version of this article was first published on the fashionunited.uk In this video, Chanel presents its spring/summer 2021 ready-to-wear collection at the Grand...
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      For months, designers, models, make-up artists and film crews worked to create the fusion of the physical and virtual fashion, adapting to the virus restrictions. The designers have pre-shot films that are showcased online on key digital platforms — Instagram, Facebook, Twitter and YouTube.

      Unlike a fashion show, the models aren’t swaying on a ramp in real life. They are depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic. "Phygital Edition” is India’s first digital fashion week, held from October 14 – 18,. During this week, there is live streaming of the spring-summer collections by more than 40 designers under the banner of Lotus Make-up India Fashion Week. Ten designers showcased their work each day. (Image: AP/Manish Swarup) For months, designers, models, make-up artists, and film crews worked to create the fusion of the physical and virtual fashion, adapting to the virus-imposed restrictions. The designers have pre-shot films that are showcased online on key digital platforms — Instagram, Facebook, Twitter, and YouTube. A model prepares for a film that will be showcased online during Lotus make-up India Fashion week, at the farmhouse of a designer in New Delhi, October 2. (Image: AP/Manish Swarup) Indian fashion designer Nikhita Tandon, right, watches a photoshoot ahead of the Lotus Make-up India Fashion Week, at the farmhouse of a designer in New Delhi, October 2. The fashion industry is depending on digital technology to rescue their annual extravaganza from the coronavirus pandemic with ”Phygital edition." Tandon is hopeful of a big response, considering everyone is connected in today’s digital world. "Earlier we could accommodate a maximum of 500 people in the hall while now it is massive in comparison, we all know that the digital world is the new thing in marketing. Excited to be part of this new working style or I should say Fashion week.” (Image: AP/Manish Swarup)

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