Fashion Week after Coronavirus: what future?

How much are 10 minutes of show between environment and health?

Fashion Week after Coronavirus: what future?
It all started with Armani's parade behind closed doors during the last Milan fashion week, with the rising epidemic alarm that would have stopped the fast fashion business machine. And while Milan canceled the dates, Paris was preparing to welcome journalists, buyers and influencers after the events in New York and London as part of the calendar of the fashion shows at the beginning of the year.

The French event started with Dior and ended with Louis Vuitton nine days later, but some brands canceled their presentations by opting for apps and digital systems such as Joor and Ordre, between showrooms and 2.0 purchase operations with which buyers and retailers were able to work remotely.A virtual scenario that has turned the spotlight on the non-sustainability mechanisms of fashion weeks as we know them, which move crowds of people around the world for events in a matter of minutesAbout 10 minutes per fashion show, according to Pambianco, for a minimum budget of 100 thousand euros up to several million: Chanel's investment to set up the fall winter 2010 fashion show is unimaginable, when the maison made a real iceberg of 265 tons arrive from Sweden to the Grand Palais by lowering the temperature of the building lowered to -4 degrees.An environmental impact, that of the fashion weeks in general, difficult to evaluate and contain - until yesterday, also because none of the official bodies collects data relating to the waste generated by the shows. "Thanks also to the increasingly important focus on the issue of environmental sustainability, the green world has recently become part of the catwalk, with, for example, Gabriela Hearst, Gucci and Burberry who declared their PE shows "carbon neutral" 2020, compensating with alternative actions the CO2 emissions of the event and Dior committed to replanting 164 trees used for the scenography of his show in the Parisian parks.But how much carbon dioxide does a fashion show on average? About 700 tons, of which 200 derived from the production of the event itself and 500 from the guests' air travel. So estimated Bureau Betak, the production agency responsible for Victoria Secret's famous pink Concord which in 2000 had sent a host of supermodels to Cannes. Unlimited budgets and spectacular mise en scenes today geared towards greener solutions with the aim of sustainable certification by 2021.

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