Antonia:  During this time, the fashion industry has had to adapt to digital platforms very quickly and find new ways to engage with its audience remotely. What excites you the most about this new direction of creativity?

 

 

 

Anna:  Something that we’ve all been talking about, been concerned about, which is the past history of the fashion shows becoming overblown, requiring too much travel, too much expense, lasting too long and although we had been bemoaning it for many many years frankly and many seasons, it took this particular moment in time for everybody to push the reset, recreate button and as a result, I think so many of the younger designers and indeed some of the more established designers have used this moment to really think very deeply about what fashion means and what it should be going forward and how they should be delivering their collections, their message to the world and I think it's going to be very important that every designer, every company needs to think about what their values are and to do everything with a sense of purpose.

 

So, because I feel that our audiences, the designer's customers are going to want to align themselves with companies, designers, collections that support the values that they have themselves. 

 

I feel that this is an incredible moment of exploration and change which is just beginning, I think we don’t know what fashion will be like in the future, I think we're starting to get ideas on the table,  we’re looking at all kinds of different ways about talking to your customer, I know a lot of designers here in New York where we didn’t have one physical show, everything was virtual are going direct to their consumers through their own social channels. 

 

So, this is a transition period. I don’t think it will be clear what the virtual, future of fashion will be, for a while, I personally think it's going to end up being something of a hybrid, part physical, part virtual but how exciting it is for all of you to be embarking into a world where so much change present.