THE WHAT? G-Star is adapting its business strategy to the new normal of quarantine, having showcased its Spring 2020 collection via its new Stay-at-Home catwalk on Instagram Stories.
THE DETAILS While many fashion weeks were cancelled or postponed as social distancing and lockdown mandates came into force, the Dutch fashion brand has created a loophole with the new social media catwalk.
Enlisting 25 models and influencers to don its collection across 10 different countries, the stars sashayed through their own houses, modelling the clothes to the same soundtrack, which G Star then compiled into one feature-length show.
Gwenda van Vliet, G-Star Raw Chief Marketing Officer, said, “During these difficult times G-Star is still at the service of our loyal customers. We keep working. We are still inventive and creative. Our Stay-at-Home Catwalk shows how we have teamed up globally to provide a little joy and distraction around one clear message: stay at home!”
THE WHY? The new catwalk show highlights brands’ desire to adapt and adjust in the face of global lockdown, innovating and capitalizing on the upsurge of social media usage.
While Tokyo Fashion Week and Chanel have already embraced digitalization of their shows, the G Star Stay-at-Home Catwalk is a disruptive social media development which may well be adopted by other brands going forward.