The unleashing of the SARS-CoV-2 pandemic in late 2019 in China has rediscovered some 21st century weaknesses of the globalization era that are sometimes ignored. According to WHO, the current pandemic may not remain an isolated case in the near future, as it is linked to the many problems at¬tributable to air pollution and ongoing climate change. This paper aims to analyze the impact of the Covid - 19 epidemic on the fashion industry, focusing on the disrupted world of fashion shows. The choice of the topic was dictated by the abnormal situation caused by the pandemic from the early 2020 and the experience of curricular internship undertaken at a studio in downtown Milan, specializing in the preparation of high fashion shows. The guiding objectives that I have set for the development of the thesis are as follows: the first introductory theme, concerns what are the relationships that exist between art, architecture and fashion to then get to the heart of what are the origins of fashion shows and the influence that this theme has in the social sphere. The second theme wants to highlight some of the details that involve it, shedding light on key design elements such as the catwalk, the space for the public and the lighting. The third theme deals with the design side of the runway spaces. It then highlights some design guidelines and phases. The fourth theme deals with some case studies that I personally considered emblematic and summarizing and focuses on what was the covid time scenario and the strategies implemented by the companies. As a final theme, I wanted to focus on what have been and will be the new perspectives. The will of the research points the attention to the technological advent in full pandemic, to the use of digital media in fashion shows and then making a practical example by going to analyze some shows that have given way to new perspectives of digitization and consequently to the phygital world. The central and conclusive objective was to concentrate the theoretical contributions to develop a simple personal reflection, which encompasses the thoughts listed above and that can represent interesting ideas for possible future projects, to cope with a pandemic like the one in place.
Lo scatenarsi della pandemia di SARS-CoV-2 alla fine del 2019 in Cina ha riscoperto alcune debolezze del XXI secolo dell’era della globalizzazione talvolta ignorate. Secondo l’OMS la pandemia in atto potrà non rimanere un caso isolato nell’imminente futuro, poiché legato ai numerosi problemi attribuibili all’inquinamento atmosferico e al cambiamento climatico in corso. Il presente elaborato si pone come obiettivo l’analisi dell’impatto dell’epidemia Covid - 19 sul settore della moda, focalizzando l’attenzione sul mondo stravolto dei Fashion Shows. La scelta dell’argomento è stata dettata dalla situazione anomala causata dalla pandemia a partire dai primi mesi del 2020 e dall’esperienza di tirocinio curriculare intrapresa presso uno studio in centro a Milano, specializzato in allestimento di sfilate di alta moda. Gli obiettivi guida che mi sono prefissato per lo svolgimento della tesi sono i seguenti: la prima tematica introduttiva, riguarda quelle che sono le relazioni che intercorrono tra arte, architettura e moda per poi entrare nel vivo di quelle che sono le origini delle sfilate di moda e l’influenza che ha questo tema nella sfera sociale. La seconda tematica vuole sottolineare alcuni dettagli che la coinvolgono, facendo luce su elementi progettuali chiave come la passerella, lo spazio per il pubblico e l’illuminazione. La terza tematica riguarda il lato progettuale degli spazi per la sfilata. Mette quindi in risalto alcune linee guida e fasi di progetto. Il quarto tema affronta alcuni casi studio che ho ritenuto personalmente emblematici e riassuntivi e si concentra su quello che è stato lo scenario covid time e le strategie messe in atto dalle aziende. Come ultimo tema, ho voluto porre attenzione su quelle che sono state e saranno le nuove prospettive. La volontà della ricerca pune l’attenzione all’avvento tecnologico in piena pandemia, all’utilizzo dei mezzi digitali nelle sfilate e facendo poi un esempio pratico andando ad analizzare alcune sfilate che hanno dato il via alle nuove prospettive di digitalizzazione e di conseguenza al mondo phygital. L’ obiettivo centrale e conclusivo è stato quello di concentrare gli apporti teorici per sviluppare una semplice personale riflessione, che racchiuda i pensieri precedentemente elencati e che possa rappresentare spunti interessanti per possibili progetti futuri, per fronteggiare una pandemia come quella in atto.
Fashion shows : l'evoluzione di un sistema. Gli scenari post-Covid
Cattin, Francesco
2020/2021
Abstract
The unleashing of the SARS-CoV-2 pandemic in late 2019 in China has rediscovered some 21st century weaknesses of the globalization era that are sometimes ignored. According to WHO, the current pandemic may not remain an isolated case in the near future, as it is linked to the many problems at¬tributable to air pollution and ongoing climate change. This paper aims to analyze the impact of the Covid - 19 epidemic on the fashion industry, focusing on the disrupted world of fashion shows. The choice of the topic was dictated by the abnormal situation caused by the pandemic from the early 2020 and the experience of curricular internship undertaken at a studio in downtown Milan, specializing in the preparation of high fashion shows. The guiding objectives that I have set for the development of the thesis are as follows: the first introductory theme, concerns what are the relationships that exist between art, architecture and fashion to then get to the heart of what are the origins of fashion shows and the influence that this theme has in the social sphere. The second theme wants to highlight some of the details that involve it, shedding light on key design elements such as the catwalk, the space for the public and the lighting. The third theme deals with the design side of the runway spaces. It then highlights some design guidelines and phases. The fourth theme deals with some case studies that I personally considered emblematic and summarizing and focuses on what was the covid time scenario and the strategies implemented by the companies. As a final theme, I wanted to focus on what have been and will be the new perspectives. The will of the research points the attention to the technological advent in full pandemic, to the use of digital media in fashion shows and then making a practical example by going to analyze some shows that have given way to new perspectives of digitization and consequently to the phygital world. The central and conclusive objective was to concentrate the theoretical contributions to develop a simple personal reflection, which encompasses the thoughts listed above and that can represent interesting ideas for possible future projects, to cope with a pandemic like the one in place.| File | Dimensione | Formato | |
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Descrizione: Fashion Shows: l'evoluzione di un sistema. Gli scenari post-Covid.
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https://hdl.handle.net/10589/187535