Shot in Hawaii by photographer and MEGA collaborator, Harold Julian, these photographs reflect our new normal and how the fashion world needs to pivot into new processes for a better and healthier world.
Related: All The Designers Catriona Gray Wore On The New MEGA Cover
AS THE WIND BLOWS: According to an opinion piece by Angelo Flaccavento from the Business of Fashion: “This crisis is an opportunity to edit down the superfluous, to regain our long-lost soul, to do away with heavy marketing and the insidious economy of influencing.”
Embellished sheer pleated dress by LANVIN
CLOUD ATLAS: To quote Charlotte Norman in Fashionista.com, “Brands have increasingly started to embrace guerilla marketing tactics, as they are usually low-cost, and extremely successful if executed correctly. Saint Laurent was one of the first designers to utilize this approach with his YSL manifesto: a 20-page handout inside a limited-edition cotton bag, handed out every year in different locations around the globe.”
White button-down with pussy bow detail and trousers both by SAINT LAURENT
FORWARD MARCH: Fashion presentations and events will also change. From fashion shows to product launches to flying hundreds of people as guests to these events, brands will find that virtual presentations and shows could be a way to expand their reach.
Plaid dress by DIOR
AS ABOVE SO BELOW: Digital-first brands that were forced to close their retail stores because of the pandemic are now looking into virtual styling or video styling services, as a means to sell their wares.
Printed column gown by GEMY MAALOUF
SKY HIGH: Production also needs to change. With more than five to six collections a year, brands often produce more than they should. Instead of that, they need to create clearer and more focused collections
Two-toned dress by PROENZA SCHOULER
PRIMORDIAL FORCE: Designers like Brandon Maxwell look to more thoughtful marketing strategies, such as gifting wedding dresses to women who had their weddings postponed due to the pandemic
Printed column gown by GEMY MAALOUF
