Socially Distanced Runway Shows at Fashion Week
This Fashion Week, runway shows aren’t exactly a thing of the past, although most designers have chosen to debut their spring/summer 2021 collections virtually. Whether it’s by way of a prerecorded fashion video or a livestream that reveals the clothes with no audience in sight, the fashion world is certainly getting innovative. But some designers — Jason Wu, Christian Siriano, Ulla Johnson, and Bronx & Banco, to name a few — have made use of outdoor locations in New York, following in the footsteps of Simon Porte Jacquemus, who set his own scene in the middle of a wheat field in Paris this July to present “L’amour.”
POPSUGAR talked to Grace Rowe, director of production at IMG Focus, the company that brings NYFW to life each season, and the team at Spring Place — where Jason Wu transformed the rooftop into a tropical Tulum, Mexico, getaway — about the safety measures taken to bring the experience to life. In the few situations where shows were physical this season, precautions were put in place, as recommended by the CDC, to keep the process as streamlined as possible.
“Everyone should be patient and kind to each other during this time. Designers are trying to keep their businesses alive, and by staging shoots, shows, or producing content, they are helping to also keep others employed in the making. It’s important to be understanding of each other’s experience, prioritize well-being for all, and follow the guidance of health and safety staff to ensure a safe production for all,” Grace told POPSUGAR, elaborating on the overall goal of a socially distanced runway show.
Read ahead to find out exactly what goes down behind the scenes, on set, and in the front row.