The changing state of fashion travel

A woman with her back to the camera stands in a garden in a black dress and looks at a plane in the sky

Slow travel is just what it sounds like: traveling at a slower pace. But what does that mean for the fast-paced fashion industry, where traditionally travel was at the heart of every international fashion week?

By Maggie Laubscher    Sunday 27 September, 2020   Short read

New York Fashion Week has gone forward this month, but with a new digital arm. Named Runway360, it allows designers to present their collections in 30-minute virtual showcases. This is a huge shift for one of the four major fashion weeks in the world. As of 2015, New York Fashion Week generated $887m annually for the city and was attended by more than 230,000 people. 

Similarly, fashion powerhouse Chanel took customers and press virtually to Capri for its Cruise 2021 pre-collection, presenting pre-filmed content. Dior released a short film in July to showcase its couture collection, and livestreamed its cruise collection from Puglia in lieu of an in-person event. The brands that haven’t opted for digital methods have cancelled or postponed events. For instance, the Met Gala and the CFDA Awards have been postponed indefinitely. 

September has always been a time of change; leaves falling, schedules shifting. And this year it may be the sharpest season of change yet, especially in fashion.
A woman makes alterations to a tiny doll dress on a mannequin
Dior Couture
A man holds open the door to a doll's house in the forest
Dior Couture
‘Before, my travel was pretty much a whirlwind,’ says model, fashion influencer and Soho House member, Natasha Ndlovu. She would arrive at a destination, drop her bags in her hotel suite and then push through an over-filled itinerary of sit-down breakfasts, product tutorials, photo shoots, and networking dinners. Now, Ndlovu hops on a Zoom call at a predetermined time to see a new product or listen to a brand’s make-up tutorial. One such example is a Nars industry event she would normally look forward to attending in person. This year, they’ve sent a date and time on a video-sharing platform, along with premixed cocktails to enjoy during the call. ‘I think it’s a good way forward,’ says Ndlovu ‘You think about flying to different countries just to go to shows and it’s a lot of waste.’

What’s interesting about Ndlovu's statement is the positive reaction to a period of inactivity. What started out as a forced slower pace seems to have become a welcome one. At the end of April, Saint Laurent announced a decision to reshape its schedule and lead by its own rhythm: all tenets of slow travel. In May, Gucci’s Creative Director, Alessandro Michele, penned a lengthy Instagram post admonishing fashion’s unrelenting schedule. He wrote, ‘At the end of the day, we were out of breath.’ Michele said the brand would move away from industry deadlines and only show twice a year, rather than the typical six to eight times. His goal is ‘recalibrating time to set the pace at a human level’. Again, he was echoing the tenets of slow travel.
A hand holding a cocktail in front of a dressing table with nail varnish on it

Trishna Goklani