“What is a hybrid fashion week?”
That was the initial question that popped into my head. Copenhagen Fashion Week (CPHFW) turned out to be the first physical fashion week post-lockdown, as the majority of mens’, couture and resort fashion weeks took place in a digital format. But there were two hybrid elements on the schedule. One was mixing physical presentations with digital media like films, and the other was the live streaming of physical shows and presentations.
“Smaller fashion week but bigger in digital”
“Were physical events safe enough?”
Guests were welcomed with masks and hand sanitiser at the door of CPHFW’s official opening ceremony which was combined with the announcement of the “Magasin du Nord Fashion Prize,” supporting emerging designers. This year, the prize was distributed amongst finalists, much like the LVMH prize.
CPHFW shows and events were produced under guidelines from Danish authorities, with the maximum number of guests at 100, and seats spread 1m apart. Brands also provided original masks – many made sustainably out of dead stock – and hand sanitiser.
Yu on day two, wearing Cyberdog X Kappa t-shirt, Per Gotesson denim dress/shorts and Craig Green X Adidas trainers
“Surprisingly more street style photographers”
There were not many international press and buyers in attendance but more street style photographers than I expected. CPHFW is one of the more successful fashion weeks for influencer marketing, so there are always fashionable crowds and photographers capturing them. It is understandable as CPHFW could be the first and last fashion event they work on this year, especially if they missed the mens’.
“How about influencers?”
“Cycle like locals!”
“Sustainable! It is standard here”
Denmark is widely known as an ECO country and that DNA can be seen at CPHFW too. CPHFW must be the most sustainably-forward fashion week, with them this time announcing their three-year sustainable targets. But, actually, the majority of Denmark’s designers already see things more sustainably. I must say, Helmstedt is the most exciting emerging talent in this regard. Emilie Helmetedt, who was shortlisted for the LVMH Prize this year, revealed a sculpture alongside the text “perfect for now” to present a laid-back collection featuring colourful and cheerful prints. Influencers’ favourite Ganni collaborated with Levi’s to create a lower impact and circular approach collection featuring pieces crafted from 100% upcycled vintage 501s that will be available to rent. Henrik Vibskov took to the great outdoors to recreate his PFW online film, complete with performance art.
“Is physical going to die out? NO!”
Editor
Yu MasuiCredit
Photo Courtesy of Yu Masui
