The Fédération de la Haute Couture et de la Mode (FHCM) has tapped brand performance cloud for the fashion, beauty and lifestyle businesses, Launchmetrics, to power the virtual Haute Couture and Men’s shows in Paris.
Hosted by FHCM and developed by Launchmetrics, the digital hub will provide an inspirational resource for the trade as well as the general public with the events taking place from 6-8 July and 9-13 July.
The general public will be able to access unique brand content, including viral videos and collection imagery along with exclusive editorial content such as interviews, behind-the-scenes footage, and commentary from a curated list of media, brands, organisations and cultural institutions.
Trade visitors will be provided with access to gated resources to support the industries’ business needs such as virtual press rooms and showroom sales tools.
“We’re now at the height of the digital revolution, which has only been accelerated by the COVID-19 crisis. The digitisation of Fashion Week will never replace in-person events but it will largely enrich and amplify creative expression and communication,” stated Pascal Morand, Executive President of the Fédération de la Haute Couture et de la Mode.
“We’ve proudly chosen to partner with Launchmetrics because of their undeniable industry expertise and technical knowledge. However, innovation processes require even more: a proactive attitude, openness, mutual understanding, and a willingness to bring likeable novelty. All these qualities are essential for achieving demanding and quick innovation; I’m pleased to say that Launchmetrics has been the right partner for this ambitious project,” Morand added.
Launchmetrics CEO Michael Jais added: “For over a decade, Launchmetrics has been supporting brands with innovative technologies and our partnership with the FHCM to digitize Haute Couture Week and Paris Fashion Week Men’s, is yet another example of our commitment to being a partner in the evolution of the business of fashion.
“We’re very excited to empower the Fédération de La Haute Couture et de la Mode to connect people all over the world, extending access to one of the most traditionally exclusive Fashion events on the calendar.”
The physical versions of the two shows had, like many others, been put on hold during the COVID-19 crisis. However the September edition of Paris Fashion Week is to go ahead as planned from 28 September to 8 October. However, given that press and buyers will not be travelling in great numbers, it will also include a live streamed digital component.
London was forced to cancel London Fashion Week Men’s this month and instead stage an online unisex event, powered by JOOR. Plans for September have yet to be unveiled but are expected to be a blend of physical and digital experiences.
“Whilst the physical experience will remain a major part of the industry, the true success will be found in how brands merge the two to create impactful, share-worthy moments both on and offline. To that note, it’s key that brands consider how they will package and distribute their digital assets, to provide the media, influencers as well as other Voices, with the right content to reach the right consumer, at the right moment. The problem to solve today is not one of digitization but amplification,” Launchmetrics added.