Sunday, August 9, 2020
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‘Phygital’? Fashion Designers, Please Stop Making Words Up.

‘Phygital’? Fashion Designers, Please Stop Making Words Up.
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We as humans are all feeling our way in the dark through concurrent crises, just trying to survive in a reality constantly testing our will to live. No one knows what to do right now—especially fashion people, who have responded to the pandemic by making up words that mean absolutely nothing.

Michael Kors plans to stage a “multilayered digital experience” this fall. Gucci’s new ad campaign is made up of “candid selfies” taken by models in quarantine. This month’s Valentino couture show, which featured models swaying to FKA twigs music while wearing puffy bridal gowns, was billed as a live film meant to “bring together the human and the digital touch.” What?

The fashion industry has always been one to hide behind elegantly-written, if vapid, press releases—so this jargon is not entirely surprising.



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