As the ‘phygital’ route brings fashion out in the open, designers feel this is the way forward

Mona

An airport hangar, an equestrian arena, a marketplace at the Carreau du Temple to the iconic Eiffel Tower for a backdrop, Paris Fashion Week regaled fashion enthusiasts not only with its scintillating collections but also off-beat backdrops.

With fashion shows taking the digital or ‘phygital’ route, shows have moved from the ramp to public spaces. For India Couture Week 21’s digital edition, designers went for some exotic locales. Amit Aggarwal took his Metanoia collection to the spectacular Ladakh, Falguni Shane Peacock’s Love Is collection had majestic Taj Mahal for a backdrop and Rahul Mishra had a century-old haveli that was opened after eight decades for his Kam-khab collection!

Does this new trend add to the experience or takes away the exclusivity of fashion shows?

“Fashion is created for an audience. It is an experience much like art. To integrate it into another dimension, to present and showcase one form of art against the backdrop of another is a larger-than-life experience which the intimacy of a ramp cannot achieve. There is a larger context, a more fulfilling artistic showcase that adds to the grandeur. And with these strange Covid times open spaces help to maintain the safety protocol,” says Jayesh Sachdev, founder/creative director Quirk Box.

In the new normal, the desire to do things out- of-the-box has sure gained momentum. “Add to that fashion, which is all about being hatke – be it the creations or presentations, visual appeal is a significant parameter,” says Harpreet Anand, who hails the new format and feels that unconventional locales for shows is the way forward.

“Fashion in itself is a universal language and the fact that it is now being taken to the masses is definitely a positive move,” says Saaksha Bhat from the label Saaksha & Kinni. “Those, who would never have an access to a private runway, can now be a front-row spectator.” Saaksha, however, misses the old order too. “Having said that, the electric live buzz which you get from an intimate setting is unparalleled. The chosen guest list – those who are loyal to your brand, those you look up to, and those influential people not to be missed at the front row, all these tokens make a live traditional show what it is. The magical feeling of being one in a handful is exhilarating and empowering.”