YouTube fashion's reinvention during the pandemic

YouTube fashion’s reinvention during the pandemic

Across the Channel, London Fashion Week was the first to take place entirely online. Sixty-eight brands launched their latest collections on YouTube, many of them live or using Premieres, a feature that allows viewers to watch a new video alongside the creator, as if at a movie or TV show premiere. Many brands also took the opportunity to highlight issues far beyond fashion. Halpern, for example, paid tribute to front-line workers, while Bethany Williams replaced the traditional catwalk show with a YouTube video showcasing the work she does with homeless moms and their children.

In Milan, 33 brands rolled out their new collections on YouTube. The much-anticipated collaboration between Miuccia Prada and Raf Simmons kicked off with a joint interview about their creative process, which web viewers followed with great interest. Versace used features on the YouTube Community tab to share stories about its ocean-themed travel project, Versacepolis. And Jeremy Scott, creative director of Moschino, collaborated with Jim Henson’s Creature Shop, a visual effects company, to build a dollhouse-inspired runway, and replaced human models with life-size marionettes.

Fashion on YouTube

Though 2020 was a digital turning point for the fashion industry, it already had a strong online presence before the pandemic. Between 2016 and 2019, the number of YouTube channels dedicated to fashion increased by 400%.1

Traditionally, these channels belong to YouTube creators who share their love of fashion…

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