The introduction of virtual fashion show, i.e. telecasting the fashion shows live on virtual platforms, such as television and website, have come as a boon to fashion designers as they help the designers to introduce their collections to the global audience and attract more customers to their brands.

In an interview with fibre2fashion, Danish fashion designer Stine Ladefoged, who is known for her Scandinavian simplicity as well as innovative detailing, said, “As designers, we want to reach as many people as possible with our collections, so the virtualization of fashion shows just gives us a bigger audience.”

Olivia Kennaway, co-designer of Lalesso fashion brand which is known for its use of the East-African Kanga in creating chic resort summer clothing, says, “Technology and fashion are very much hand in hand. It is the future and we have to embrace as well as move with it.”

“If a designer does not think about his/her brands technological evolution along with the evolution of the brand then they ought to think again,” she adds.

While the virtual fashion show opens new market opportunities for the fashion designers from the developed countries, it also encourages designers from the regions like Africa, where the fashion is still in its emerging stage.

Zimbabwean fashion designer Maita Marimo, who won the top designer award in Zimbabwe Fashion Week recently, says, “It is fantastic that fashion shows are now being telecasted live on TV because our works are being shown to people who do not have access to the shows.”

“With virtualization we are not only showing our works to media and the fashion industry but to the people who buy apparels,” she adds.

Eritrean (East Africa) designer Admas Mahdere, head of Admas fashion brand which represents Eritrean and Ethiopian culture with a modern twist, says, “As a designer watching virtual fashion shows inspire me and I think it is great because it makes high fashion more accessible to everyone.”

“I think with the advent of fast fashion, runway inspirations can be translated into clothing for everyday people,” Mahdere opines.