As fashion weeks around the world begin to transition to digital-only formats amid the COVID-19 pandemic, the Fédération de la Haute Couture et de la Mode, French fashion’s governing body, has announced its plan for the menswear spring 2021 season. Originally slated for the end of June, Paris Fashion Week men’s will go forward with a video-only format from July 9 to 13. This digital-only week joins the calendar alongside digital iterations from London Fashion Week (June 12 to 14) and Milan Fashion Week (July 14 to 17).
Unlike London and Milan’s scheduled digital weeks, which are open to men’s and women’s designers to produce a wide range of online content, Paris’s will have a firmer structure focused solely on menswear brands and solely on video content. “Additional content will be included in an editorialized section of the platform,” reads a release. “All of this will be widely shared on the main international media networks.” As such, PFW men’s has the potential to be structured much more like traditional, physical fashion weeks, focusing more on servicing the industry and showcasing collections than presenting new modes of virtual content. Furthering this idea, Paris Fashion Week men’s will also include a virtual showroom powered by Sphere.
Many of the flagship menswear labels that appear on the PFW calendar still seem to be figuring their plans out. At the time of publication, none of the major houses could confirm participation in the digital week, however they are expected to make announcements in the coming weeks. Nevertheless, a digital PFW combined with online shows in London and Milan will make for an exciting summer of new fashion—even if it is consumed on screens.