Schiaparelli Announce Documentary and IG Shopping

Schiaparelli have announced their presentation plans for the rest of the year, with a shift in how they plan to release their couture collection. Instead of presenting an A/W 20 collection next week in July, as would be traditional, instead they will open couture week with a documentary, delving into creative director Daniel Roseberry's design process, as well as telling the story of Elsa Schiaparelli, the house's famed founder. This documentary will be available to watch online. The new couture collection for 2020 will be revealed in full later in the year, in December, in a special event in Los Angeles.

On the ready-to-wear side, the French house have also confirmed that they will be showing ready-to-wear in September 2020 during Paris Fashion Week, noting that it will be shown with an accompanying digital presentation.

Schiaparelli have also announced that they will be selling a limited selection of wares–jewellery and accessories–directly through Instagram from July 2020, a first for the house.

The use of documentary and fashion film has become popular as a way to continue fashion communication during the global coronavirus pandemic; as physical shows and presentations have been de facto banned, video has become an increasingly key medium to try and convey inspiration, mood and desire, as evidenced through London Fashion Week Men's first digital-only schedule which took place last month in June 2020. Given the continuing precautions being taken to prevent the spread of the virus, it's only natural that inherently intimate and personal couture presentations would need to shift to a later denouement, and Los Angeles in December makes sense as a set-up for the 2021 awards season, as the Golden Globes are traditionally held in January, with the Oscars in February.