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TV home shopping host Rickey Thompson, for Coach Fall 2021 campaign “Coach Forever 2”

FASHION

 

Did we really stop during quarantine ? 

BY Kelly Lauriente

09  June 2021

 

One would think that quarantining was like a worldwide pause button, but LVMH’s CEO Bernard Arnault actually became the richest man alive. What does that mean from an overall perspective ?

During this pandemic, fashion houses pushed the limits of technology in order to connect and create new ways of advertising. Think Mugler, think Gucci’s Aria fashion show. The slogan, here, shall be “Be a pioneer. Become viral.” We’ve seen everything during this pandemic, from TV host Rickey Thompson, back-flipping Bella Hadid to Balenciaga’s clones. In order to gain visibility, and even better, proximity, brands had to think of big innovative moves in order to stay relevant. Endorsing the hottest celebrities of the moment and showcasing them in the craziest gigs definitely was the way to go.

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Balenciaga Spring 2022 RTW

As I was quarantining, I, too, came across many thoughts. Existential, for most of them. I would have never thought of living a middle-age-like plague. But I wasn’t the only one thinking about reinventing myself.

Gucci 2020 Tailoring campaign, starring Iggy Pop, Tyler The Creator & ASAP Rocky

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TV home shopping host Rickey Thompson, for Coach Fall 2021 campaign “Coach Forever 2”

Even Instagram has evolved into a very effective point-and-click shopping platform.  Any influencer will tell you : they never thrived as much as they did during this pandemic. It felt like anybody had an accointance who became an overnight success. Indeed, having much more time in our hands, many of us had the opportunity to focus on our hobbies and, eventually make money out of it. Could we ever go backwards ?

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“Breaking news witness” Kaia Gerber, starring in Coach Fall 2021 campaign “Coach Forever 2”

Not being able to leave our house, a majority of us, myself included, spent probably more online this year than ever before.  We also became more conscious about our own purpose. It’s almost like we contemplated death from such closeness that we’re not much afraid of it anymore, but rather of non-existence. In the end, this pandemic taught us to overcome both our inner and outer boundaries.

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Dawn and Hyuna’s “Friends” for Coach Fall 2021 campaign “Coach Forever 2”

Maybe the cup was half full after all.