Luxe.CO List | Ranking of Top Ten Luxury Brands: Who has the Best Digital Fashion Show? (With Viewing Link)

July 27,2020

From Paris Haute Couture Fashion Week and Paris Menswear Week to Milan Fashion Week, COVID-19 has moved these top events in the global fashion industry “online”. Luxury brands have demonstrated their magic and launched colorful digital fashion conferences. Viewers are also able to enjoy the experience of being a guest in the first row of the "show" while sitting in front of the screen.

Luxe.CO has selected the most exciting online videos released by the top ten luxury brands in the past few weeks. As of July 24, according to the results of readers' votes in the Chinese version of the article, Christian Dior received the most votes (23%), Gucci and Hermès were second (13%), and Prada third (11%).

The most "marathon" live broadcast: Gucci

Alessandro Michele, the creative director of the Italian luxury brand, Gucci, designed a 12-hour live show to showcase his newly-created "Epilogue" fashion series.

The live broadcast is located at the magnificent historic Roman landmark, Palazzo Sacchetti. The work scene of the creative team was also displayed besides the fashion show. 

On Gucci's exclusive live broadcast platform in China, Weibo, the number of views reached 16.91 million as of going to press, and the topics on # GucciEpilogue# had been read 400 million times.

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The most "beautiful" video: Christian Dior

French luxury brand, Dior, under the leadership of creative director, Maria Grazia Chiuri, creatively uses the form of film narrative to showcase the works of "Dior Autumn-Winter 2020-2021 Haute Couture Collection". The film is directed by the Italian director, Matteo Garrone.

In this 15-minute short film entitled "Le Mythe Dior", the elven creatures that inhabit it, including mountain fairies, mermaids, water fairies and statues etc., are clothed in exquisite costumes, which are quite surrealistic.

This Dior show was exclusively broadcast live on Weibo, and the number of live broadcast views had reached 11.82 million at the time of going to press. The number of topic readings of #迪奥天文20秋冬高定# had reached 330 million.

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The “smoothest” video: Hermès

French luxury brand, Hermès, released its 2021 summer menswear collection through an art film entitled "Hors Champs", directed by Cyril Teste. Veronique Nichanian, the artistic director of Hermès menswear, played the leading role.

The film is set against the backdrop of a modern glass and concrete studio in Pantin, in the north of Paris. The angle of view shifts from a model down a glass elevator to a huge backstage. The lens is constantly switching back and forth among photographer, model, director Teste, designer Nichanian, the assistant, and the sound designer, accompanied by affectionate piano music with the intention of capturing the close cooperation of the backstage staff before the fashion show begins.

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The most "relaxing" video: Valextra

At this year’s Milan Digital Fashion Week, Italian top leather goods brand, Valextra, together with the well-known Italian silk fabric brand, Ratti, presented a new visual art installation entitled "Sailing Through Time" at the flagship store on Via Manzoni in Milan and on a digital platform. The virtual journey at sea shows the iconic ISIDE handbag of Valextra, with simple, smooth, and pleasing pictures.

The film was broadcast live via Tencent Video, in which Valextra CEO, Sara Ferrero, personally appeared. She also dubbed it. Valextra also launched a digital project #EXTRABRIGHT & #EXTRAMILANO during COVID-19 to connect many of the world’s top creators via Instagram in an attempt to “maintain an emotional connection and enlighten each other through the fragments of friends' lives." 

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The most "diverse" video: Prada

Italian luxury brand, Prada’s 2021 Spring/Summer series show was broadcast live through Tencent Video. The video consists of five chapters and five video masters and artists, Terence Nance, Joanna Piotrowska, Martine Syms, Juergen Teller, and Willy Vanderperre each created one of the dimensions. The video clips successively explain the views of Prada and interpret the images of Prada men and women from different perspectives.

The film’s critics are hoping that it conveys the embrace and praise of contemporary multiplicity in that, when people cannot gather together and communicate, they build alternative communities based on different concepts, goals, and beliefs.

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The most "three-dimensional" show: Loewe

The Spanish luxury brand, Loewe, is unique in the design of its invitation. It displays the latest season of the brand through a file box, which includes design sketches, clothing photos, fabric samples, detailed look information, and even a record. The archive box interacts with the invitees in the form of a paper sculpture pop-up book. This ingenious format stimulates people's multi-sensory channels and helps to present the design concept more completely.

The brand hopes that, since most people can only see it through the video on screen at the moment, it will recall people's important sense, touch, while simultaneously transforming the show into a unique manual experience.

At the same time, Loewe also arranged entertainment programs every hour for the live broadcast of the 2021 men's spring and summer series. The live broadcast lasted for 24 hours, and all the creative content was gathered on

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The most "jumping" show: Ermenegildo Zegna

The Italian luxury menswear brand, Zegna, led the audience in following the camera from the historic headquarters building through the promenade, and then to the open wilderness and busy factories. This is a perfect combination of a type of live show and a digital live broadcast.

There is also a deep meaning in the content, which not only shows the new season design of art director, Alessandro Sartori, but also the brand's production base and the natural scenery of the Italian town where it is located, expressing its thoughts about production, nature, and sustainability.

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The most "realistic" video: Versace

Donatella Versace, the creative director of the Italian luxury brand, Versace, invited British rapper AJ Tracey to perform live broadcasts in the brand's video clips and present the upcoming pop-up series. In this way, the short film directly responds to the current focus on anti-racism.

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The most "suspenseful" video: Maison Margiela

French designer brand, Maison Margiela, released its 2020 Autumn/Winter Artisanal advanced customization series through a film entitled "S.W.A.L.K.". It is about 50 minutes in length, and some of the content’s color is reversed, showing a series of highly saturated images in the form of film negatives.

This film was produced in collaboration with fashion photographer, Nick Knight. It also presents creative director, John Galliano, and the team’s creative process and design concepts during COVID-19. The audience seems to have a full glimpse of the daily work of designers who are remotely communicating design inspiration through the camera. Also, the film expresses the ecstasy and sorrow of this series with the debut of a suspense film and a prying brushstroke in response to the voice of a society that is looking forward to recovering.

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The “simplest” video: Dries Van Noten

In a short film released by the Belgian designer brand, Dries Van Noten's 2021 spring and summer menswear series, a young male model imitates drumming under the spotlight. Only one scene and one look appear in the entire 1.5-minute video.

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| Photo Credit: Brands

| Chinese Correspondent: Daiqian Jin, Mireya


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