Get involved in brand acquisition on popular accounts (2021).
The role of social media platforms has been extremely important during the time of Covid-19 in transforming the way fashion designers organize and present their work. Fashion show audiences have been drastically transformed by fashion professionals by the thousands through social media platforms. In fact, fashion magazines largely play the role of intermediaries between designers and the public (Maven Road).
An excellent example of organizing fashion shows on social networks is Alessandro Michele, creative director of Gucci.He pioneered the concept that was brought to life during GucciFest, a film festival conceived by Michele that will feature a daily episode for a week (November 16-22, 2020) on Gucci’s YouTube channel, Instagram, Weibo and the broadcasts GucciFest website (Harper’s Bazaar).
GucciFest is more than just a digital mini-series, highlighting various subtleties: selected styles, locations, settings and music; all elements are deliberately selected. In fact, we’re referring to the cast of characters, which Sugareal says includes well-respected figures like the great Italian art critic Achille Bonito Oliva, Spanish philosopher Paul B. Preciado, and playwright Jeremy O. Harris, as well as mainstream singers like Harry Styles, Billie Eilish, and
Lu Han (Sugareal, November 2020).
Furthermore, for the GucciFest, Michelle only defined the pillars on which the new Gucci identity rests. However, according to Sgareal (2020), all episodes revolve around four main themes:
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Freedom and Gender Fluctuation
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Artistic Connection
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Sustainability
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Inclusion
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Despite the restrictions that prevented the shows from being carried out physically, Michelle reinvented the runway concept and its elements that firstly: defining the evolution of the brand identity in response to the new situation and secondly introducing a new format that, by rejecting the conventional classicism of fashion, was able to communicate with a more democratic audience because it was easily accessible to all on social media platforms.