The tale of creating couture for digital audience

Dutch designer Iris Van Herpen, has never followed the traditional linear model of fashion, she has always aimed to experiment and innovate. Iris’s digital couture collection showcased at Paris Couture Week 2020 Futuristic fashion has stayed etched to the designer’s creations since her debut collection in 2007. The filming was planned just before the Paris Digital Fashion Week would go live, so we all had some sleepless nights before going live,” says Herpen. Ask her which show - physical or digital - she enjoyed more and she would gleefully say, “there is a different magic to both!” Herpen adds, “The beauty of a physical show is the sharing of a magical moment together, it’s like a ritual that the designer and the audience shares, where the concentration, the energy, the emotions are all so present and celebrated. The online has a wider spectrum of storytelling and more freedom in the message you want to bring and how you bring that storytelling.” She agrees that the physical shows and the digital shows should complement each other and that the digital experience of fashion is a powerful additive to the charismatic moments of the runway shows but believes, a physical show shouldn’t die.