팬데믹 상황에 나타난 패션쇼 대체 유형과 시사점

Abstract

The purpose of this study was to identify the alternative types and implications of fashion shows in a pandemic situation and foretell their orientation. The study method was a literature review of the fashion show concept and fashion industry progress in the face of the present pandemic and the case study of shows from fall/winter 2020 to spring/summer 2021. The results are as follows. The alternative types of fashion shows were classified into live streaming shows, various online platform-based fashion films, and self-look books. Particularly, the fashion films favored by many brands were comprised of documentary commented by designers, artistic image highlights, virtual 3D models, and animation or performance. These alternatives to fashion shows implied a change in the collection schedule and structural aspect, acceleration toward online and diversification, and manifold features in the show production type and expression contents. The appearance of diversification shows alternatives to offline shows as a creative suggestion for future innovation and a part of the change. We look forward to the development of new fashion shows that compensate for the advantages and disadvantages of offline and online.