All connoisseurs of real luxury in fashion, every season are waiting for Haute Couture shows, because it is at this Fashion Week that designers demonstrate fashion that is closer to real art than to the notorious business. The creation of Haute Couture collections for most brands is not a profitable business. High fashion is created to remind the whole world about the belonging of the fashion house to the elite of the fashion world.



2020 will definitely go down in history. Now we cannot fully appreciate all the changes, but it is already clear how the events of recent months have influenced the Haute Couture Week, which traditionally takes place in Paris shortly before the start of the season. In July, we were always looking forward to the shows of our favorite brands for the coming autumn and winter.

In 2020, a beautiful event was destroyed. There was no Haute Couture Week, each designer decided on his own where and how to present his collection. No one dared to hold a real show with invited guests and many models. Many brands have dispensed with models altogether.



Maria Grazia Chiuri for Christian Dior used mannequins and presented the collection in the form of an exposition - an exhibition. Other brands invited models, some limited themselves to just a few looks, and some even presented the collection in the form of sketches. In general, there is almost nothing to watch. The Haute Couture fall 2020-2021 week was disappointing.



In addition to photographs, brands have prepared small clips or mini-films that show how the collection was created, or different stories. Christian Dior produced a cute fairy tale video, which is very beautiful, but it is too short and does not create an idea of ​​the collection at all. Although Dior promises to send real outfits worn on dolls all over the world to its loyal clients, so that they can familiarize themselves with the collection, as in the good old days, when dolls in new dresses were fashion messengers and traveled to cities and countries.

Only Georges Hobeika pleased me, he managed to demonstrate the collection in a traditional format.



In recent years, the Fashion community has been constantly talking about the importance of IT technologies, it seemed that all fashion houses realized the importance of the Internet and the digitalization of processes. But Haute Couture Fashion Week 2020-2021 has clearly shown how words and deeds differ. Not a single brand has been able to come up with something new and original to be actively talked about on social networks.

The pandemic began at the beginning of the year, already in March it was clear that the old way of life was destroyed in the near future. There was more than enough time to prepare, and no one could! Even successful fashion bloggers on youtube are better at presenting their looks than famous brands could.

They spent hundreds of thousands of euros on a real show, with this money it was possible to create a gorgeous show in the virtual space. You could use realistic virtual models, send dresses to famous bloggers to showcase on their channels and come up with many other things, but they couldn't come up with anything interesting.

With reference to virtual models, it should be clarified that Ralph & Russo created an Avatar to showcase the new collection - a virtual black model. But 20 years ago, we saw films made entirely of virtual characters! Think back to Final Fantasy 2001. 20 years have passed, and fashion brands cannot grow their virtual supermodels in any way?



Photoshoot with a virtual model in 2020? Do you seriously think that this can be called the use of high IT technologies? In 2020, virtual models should confidently and beautifully walk on any catwalk, change makeup, hair and skin color on the go!

After watching all the videos and so-called "shows", it seems that almost all brands perceived the holding of the Fashion Week in digital format as some kind of unpleasant duty. Nobody wanted to use the possibilities of the virtual world to the fullest.

Of course, designers and brand teams worked hard, everyone did something, and it may be worth appreciating their work in such difficult times. But I don't want to embellish anything and tell all sorts of fables about the sources of inspiration for this or that video. Everything could have been done much better.

In the media, from morning to evening, we hear talk about artificial intelligence, which is already here and will soon begin to work wonders. We are promised that AI will replace hundreds of millions of people around the world. If fashion brand teams are doing so poorly, they really need to be replaced soon. Why do we need all these "specialists" who are paid huge salaries if they cannot cope with the simplest tests and ruined Haute Couture Fashion Week Fall-Winter 2020-2021.



While artificial intelligence is in the development stage, we are left to be content with the creations of designers with all the weaknesses and quirks. Let's take a look at the best looks from Haute Couture Week, because you have to be able to find something good and instructive even in defeat ...