Just like many other industries, the fashion industry has adapted to the new ways of hosting events. With in-person events coming back to light, hybrid events are emerging as the next big thing.
These events not only minimize travel and logistical costs, but also keep the carbon footprint as low as possible. Therefore, many fashion houses are opting for them. In addition, the virtual element involved allows designers to experiment in a way like never before.
Importance of Hybrid Fashion Events
Fashion events play a very important role in developing careers of the upcoming designers as well as showcasing new collections of the famous ones. With the developments of the past few years there is a new term for pre-recorded films displayed in place of having a physical runway – phygital.
Many designers such as Prada, Balmain, and Moschino have hosted amazingly executed virtual runway presentations for the world to see. With a great audience full of journalists, designers, celebrities, and models, the Q&A sessions at the end of the virtual runway made them more interesting than ever.
Here’s what we can determine about the future of fashion events:
- Fashion events will slowly move towards a phygital approach to incorporate the physical and digital world and target a larger audience.
- Fashion events will now be hosted keeping in mind the eco-friendly environment.
Hybrid Events Examples From The Fashion Industry
With the fashion industry evolving, here are some brand that went hybrid for their events:
Good American
For the first time ever, fashion brand Good American hosted its hybrid open casting calls with Zoom. Founded by Khloé Kardashian and Emma Grede, Good American, a denim brand, is known to have been promoting body positivity and women empowerment with their campaigns. It had been looking for models from around the world but previously with in-person open casting events. However, this year they decided to go hybrid, giving more women an opportunity to audition at their hybrid casting event.
Good American’s hybrid casting experience certainly helped overcome geographical barriers and the brand become more accessible to talent around the world.
Louis Vuitton
Louis Vuitton hosted a hybrid fashion show for his Spring/Summer 2021 Collection at the Parisian store La Samaritaine. The fashion show had been remarkably prepped for the physical and virtual attendees. Little cameras were placed at the seats for the virtual guests so they could enjoy the show as though they were physically present.
For their virtual attendees, floors were equipped with green screens that could change into images of the building when the attendees turned on their livestream. Their team was able to create two different yet similar experiences for both their physical and digital attendees.
Balmain
Balmain Spring/Summer 2021 collection display was nothing less than remarkable. With Covid restrictions around many countries last year, many VIP guests didn’t feel safe to travel and physically attend their show. Therefore to sort this matter out, Oliver Rousteing, creative director of Balmain, set up a fully digital first row for their guests to attend his collection display virtually.
According to the sources, 58 LG TVs were set up and the display was broadcasted live. This show was a super hit and received a lot of praise from the public.
Chanel
Chanel’s Pre-fall 2021 collection fashion show is another great example of phygital fashion shows that got a lot of traction from audiences around the world. Chanel made sure to make each of their attendees feel special irrespective of how they were attending the fashion show.
Features that work
Here are some features that work amazingly well for hybrid fashion events:
Virtual Exhibition Halls
Virtual or in-person exhibitions are truly the most important feature at a fashion event. With all the sponsors showcasing their products and services at their exhibit booths, virtual and hybrid fashion events will be incomplete without them.
These exhibit booths are completely customizable and can be branded according to every brand that’s showcasing. You can also select from amongst the fully customizable 3D avatars for your booths.
Exhibit hall also offers networking opportunities between the brands and the attendees. You can also schedule meetings and appointments ahead of time.
Engagement
Engagement is equally important to any event. Therefore for a hybrid event, Q&A sessions, polls, trivia quizzes can bring together both your audiences. With a live social media wall at the virtual platform as well as on-site, you can create buzz and encourage attendees to share their photos as well.
QR based scavenger hunts can be a great way to bring together both the audiences and to keep the onsite attendees safe with touchless interactions.
Hybrid Mobile App
Event mobile apps play a very important role in bringing together both the audiences – virtual and onsite. Attendees can exchange contact information via QR codes and onsite attendees can enjoy contactless check-ins at the venue.
The event mobile app is completely customizable and expands sponsorship opportunities with mobile app banners and splash ads. Virtual attendees can stream live presentations on-the-go.
Conclusion
Hybrid fashion events may not seem to be an easy task to accomplish, but with the event tech stack available, you can easily deliver a great event with attendees wanting more. The key to delivering a great hybrid event is to remember that both your audiences should have a similar experience.
With the fashion industry evolving, we can’t wait to see what fashion brands have in store for us!
