Sharjah24- Reuters: 2020 saw fashion shows go digital. For the spring 2021 season, it’s pre-recordings, audience-free livestreams, with some designers even absenting themselves from the catwalk calendar.

It’s a new look that many expect will endure when traditional runway shows resume. The Business of Fashion Journalist, Lauren Sherman said, “There's been a real shift in the balance of power.”
Chief Executive of The British Fashion Council, Caroline Rush said, "Digital first is absolutely something that we will continue to see.”

Widespread restrictions have forced New York, London, Milan and Paris fashion weeks to go virtual and many brands had to rethink how to keep the buzz of catwalk shows online.

While streaming shows is nothing new, lockdowns accelerated a shift in an industry that had already been turning to social media in recent years to target younger spenders.

This season most brands decided against expensive catwalk events, instead streaming pre-recorded videos on a fashion week platform and in turn opening up fashion week to a wider audience.

Some labels, including Gucci and Tommy Hilfiger, sat out fashion week altogether.

Versace is presenting its collection after its usual showcase, Milan Fashion Week, ends.

The Business of Fashion Journalist, Lauren Sherman pointed out, "Yes, we will see physical runway shows from these very large brands who can afford to put on multimillion dollar entertainment events. But they may not be during the traditional fashion week and they may have audiences that are primarily made up of customers. So, I think there's been a real shift in the balance of power that was already happening, again it was happening pre-pandemic. But, but now the there's proof of concept that if you want to ignore Fashion Week, it's probably not going to hurt your bottom line."

It doesn’t signal the end of live events. Many are optimistic about a return to the events usually attended by buyers, editors and celebrities ,but with a shift.