AS THE COVID-19 pandemic forced our entire world to go digital, Savannah College of Art and Design (SCAD) fashion students feared their final collections would only be seen by their professors and their apartment walls.
When the annual senior-showcase fashion show was cancelled, SCAD got to work on creating a never-before-done virtual experience to take its place. Sure, students’ magical designs of neon, fringe gowns and dresses covered in rainbow buttons would speak volumes in photos alone, but SCAD wanted to push the limits.
The college dreamed up Fashion in Frame, and with the help of students and alumni, the feature film became a reality.
Fashion in Frame is an immersive documentary that combines the intimate feeling of social media with a full-blown cinematic experience. It is much more than a virtual fashion show.
Content varies from models walking the streets of New York City like a runway to social-media influencers eating cereal in SCAD designs. The combination of box-office-worthy shots with personal cell-phone videos lets the audience feel connected to each designer, while allowing them to appreciate what a work of art each piece is.
The film awakens the senses, bringing a high-fashion runway show straight to the audience’s living rooms. It highlights the truly endless possibilities of fashion in the digital world.
“I think all the digital and media platforms that have come out of the pandemic are really great because they offer a broader audience, and it leads to a more intimate experience between the brand and the viewer,” said Max Condon, a 2020 SCAD Fashion graduate featured in the film.
Condon says brands have an opportunity like never before to speak directly to their customers and share their values with them. He says this concept creates a more dedicated consumer and allows for a personal experience when in-person shopping can’t be done.
Condon says that while he thinks the fashion industry won’t be returning to “normal” anytime soon, he believes the future is bright.
“I’m hopeful that in the current situation, people will have to become more creative,” Condon said. “In the end, that will make everyone stronger.”
Fashion in Frame had its official online premiere on Friday, Dec. 11, and was followed by workshops and a Q&A session. Acclaimed photographer and SCAD graduate Alexandra Arnold held a workshop to share her creative process and to discuss how she kept on creating during COVID-19 lockdowns. She is featured in the film creating socially distanced portraits through Facetime.
Fashion historian Carmela Spinelli also held a workshop to review how major brands like Chanel, Louis Vuitton, and Cartier stay connected to their audience as the fashion industry navigates uncertain times.