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LA MODA AL TEMPO DEL COVID-19
Il Covid-19Ma quello che tutti noi ci stiamo chiedendo ora è: “Com’è cambiata la moda al tempo del Covid-19?”. Lo stesso Ferdinando Verdieri , direttore creativo della nota rivista “Vogue Italia”, ha ideato una copertina completamente bianca, suscitando uno shock generale da parte dei lettori. Ma perché la copertina bianca? Verdieri ha affermato in una sua intervista: “In tempi come questi, crediamo che una cover silenziosa dice di più di qualsiasi parola o immagine”. In effetti il colore bianco ha innumerevoli messaggi universali. Indica la purezza, la pace, la forza, il rispetto e la speranza.
Come stanno agendo i noti brand di moda? A spiegarcelo è proprio Giorgio Armani in un’intervista fatta alla rivista “Elle Italia” affermando che il mondo del lusso era già in crisi da tempo. Secondo Armani il sistema della moda è andato in crisi quando il lusso ha adottato i modi e i tempi del fast fashion (negozi come Zara, H&M ecc… ottimizzano determinati aspetti della catena di produzione, affinché le diverse linee di moda siano progettate e prodotte in tempi rapidi ed economici, per consentire ai consumatori di acquistare prodotti alla moda, ma ad un costo bassissimo). Questo, secondo il noto stilista, ha penalizzato l’intero settore, e a maggior ragione i marchi più piccoli.
Alberta Ferretti, nota stilista, sostiene invece che il suo obiettivo sia quello di continuare a far sognare le donne attraverso la moda. Anche in un momento di crisi come quello di oggi. Continuare a sognare con capi da un volume particolare, e una sfumatura insolita, che potranno comunque emozionare, anche in assenza di particolari lavorazioni dal maggior costo. Ideare qualcosa che faccia egualmente emozionare, ma che allo stesso tempo sia accessibile.
Per quanto riguarda la sfera comunicativa, quello che in molti si chiedono, è: “Come cambierà l’approccio comunicativo tra brand e consumatori?”. Prima lo si faceva attraverso le sfilate, ma con l’emergenza sanitaria sarà ancora possibile? Alcuni stilisti si sono posti questa domanda e stanno già pensando alla possibilità di utilizzare degli avatar o degli ologrammi in passerella, al posto delle top. Altri ancora, come Alberta Ferretti, sperano di poter ripartire e far sfilare per luglio la nuova collezione; adottando le dovute precauzioni.
E ci auguriamo anche noi di poter ripartire insieme e più forti!
Martina Di Bartolo
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