DIGITAL

During the pandemic, brands and museums have developed alternative ways to introduce their products by exploiting digital platforms.
Fashion shows have become an important event where to create captivating videos to present the collections. In this phase the figure of digital model emerged, allowing everyone to access those fashion shows previously dedicated to an elite.
Digital figures, such as Lil Miquela, collaborated with Calvin Klein which started an advertising campai- gn without limits between digital and reality, including the super model Bella Hadid.
Other projects that melted fashion with the digital world have been set up by Gucci with the trainer “Virtual 25”, available for purchase only in digital platforms and wearable only in the social medias; by Louis Vuitton collaborating with KDA, characters of a video game which have become testimonial of a brand.