Helsinki Fashion Week Goes 100% Digital

Helsinki Fashion Week, the fashion industry’s most sustainable fashion week to date, had to go completely digital in order to tackle the ‘root challenges surrounding sustainability and addressing the core issues of our currently unsustainable world’. Its online platform, called the Digital Village, continues to provide an access–all–areas experience for fashion lovers around the world, to ethically consume the new styles straight out of (digital) Helsinki.

Samy La Crapule

Unexplored Fields

With a packed program which started on July 27th and ended on August 2nd, and 31 shows/presentations to view, Helsinki Fashion Weeks digital platform went above and beyond the call of fashionable duty to deliver a spectacle. The Digital Village, and Helsinki Fashion Week was made possible due to a group of digital experts. NDA PARIS helped with the fashion shows and art direction, SOLDATS FILM produced the fashion shows, SCOTOMALAB produced the digital collections, and NORMATIVE was to thank for the emissions calculations and comparisons to the EcoVillage edition of Helsinki Fashion Week.

Nicole Zisman by Scotomalab

Yifan Pu

All of the models you see on the digital runways are REAL people; they are from the New Aliens Agency in Prague, and have been 3D scanned into the Digital Village system to give the shows a better sense of reality, and bring fashion week to new heights. The platform served as a portal for everything a viewer would need, including an online store where fashion lovers can pay 250 EUR for a graphic designer to create a 3D, digital model of them in the outfit of their choice – Helsinki Fashion Week have really brought the industry into a new age. Designers are afforded an abundance of space to write freely about themselves and their collections, allowing them to share what cannot be easily interpreted from their digital shows, and to provide answers to questions from the audience – a truly digital experience for everyone involved.

With more and more fashion weeks following suit, like Copenhagen and Stockholm with their hybrid, half physical, half digital, fashion weeks, are we witnessing a colossal, potentially permanent change to the industry as we know it?

Featured image by Samy La Crapule

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