Celebrating the Dawn of a New Era After COVID! Steady Study Members Introduce the Spring/Summer 2022 Fashion Week, Filled with Hope for the Future and a Positive Mood!

Hello, everyone. This is Akagi from Steady Study!

In this blog post, we at Steady Study, part of SUNNY SIDE UP GROUP, will provide insights into the recently announced Spring/Summer 2022 collections from our perspective as PR professionals handling numerous apparel brands. We will also introduce collections from brands for which Steady Study manages PR!

Fashion weeks are held twice a year in various countries. During this period, the entire city is enveloped in a glamorous festive atmosphere, and press members rush through the city at full speed, moving from venue to venue to attend as many shows as possible! Such scenes have become nostalgic, as the COVID-19 pandemic eliminated real shows and instead brought various digital collection presentations utilizing technology.

Read our article introducing the Spring/Summer 2021 Fashion Week here.
The Fashion × PR Industry Enters the “New Normal” Era!? Introducing the Spring/Summer 2021 Fashion Week Held During the Pandemic!

The Spring/Summer 2022 collections featured more real runway shows and presentation-style announcements than the previous season. Coinciding with the timing when COVID-19 vaccination effects began to appear in Europe and the United States, press travel increased, and the atmosphere was enveloped in a glamorous mood as if the pre-pandemic vitality had returned. Let us introduce this collection, which is regaining its former vibrancy!

■ “Optimistic” – The Keyword Symbolizing the Spring/Summer 2022 Collections

From left: DIOR, MIU MIU, ALEXANDER MCQUEEN
Photo: WWD ©FAIRCHILD PUBLISHING, LLC

Real runway shows and presentations made a full-scale comeback during the Spring/Summer 2022 fashion weeks in Europe and the United States. The keyword “optimistic,” which was heavily influenced by COVID-19 in the previous season, evolved from “anticipation” to “conviction” and was clearly expressed in the creations.

Numerous brands presented collections with a bright and free mood, suggesting the dawn of a new era following the pandemic. They employed vibrant coloring filled with hope, new designs that reconstructed traditional garments without being bound by conventional concepts, and floral patterns and butterfly motifs that symbolized a positive mindset.

We felt positive power reflected in people’s mindsets and social movements through pop-colored mini skirts reminiscent of 1960s Twiggy, the revival of 2000s style called “Y2K fashion,” new expressions of femininity reinterpreting women’s garments such as corsets, and sophisticated resort styles that evoke thoughts of travel and vacations.

■Anime, NFT, Live Streaming, and Diversifying Digital Approaches

Even this season, with an increase in real events, each brand continued to present distinctive digital announcements. A truly diverse range of methods was deployed, including luxury and anime, NFTs creating new value, and shows transcending borders.

BALENCIAGA

Balenciaga presented a two-part digital announcement. Part one featured a 14-minute short film, “Simpsons I Balenciaga,” produced in collaboration with the iconic American animated series “The Simpsons.” It recorded over 8.79 million views on YouTube. Part two streamed the red carpet event for the “Simpsons I Balenciaga” screening. The production faithfully recreated an authentic red carpet experience by filming models wearing the new collection at a photo call in front of a Parisian theater, generating significant buzz.

Top: The Simpsons | Balenciaga Bottom: From Balenciaga Summer 22 Red Carpet

ANREALAGE

ANREALAGE digitally presented its Spring/Summer 2022 collection in collaboration with director Mamoru Hosoda’s latest film “Belle.” It was sold on the ANREALAGE special website as the brand’s first NFT collection. After the streaming ended, new looks could be viewed in 3D, and communication among attendees was possible. The NFT Naruto Museum purchased it for a total of 50 million yen.

From ANREALAGE Spring/Summer 2022 Collection Digital Presentation

PRADA

Prada streamed live footage on large LED screens installed in the venue, showing different models wearing the same looks walking approximately 9,000 km away in another location. The show conveyed that community is an important idea for gathering people who share ideologies, values, and beliefs.

From Miuccia Prada and Raf Simons present their first SS22 collection live from Milan and Shanghai

Finally, from among the many brands, we will introduce a selection of brands for which Steady Study manages PR!

ALAÏA

ALAÏA presented its first collection by new Creative Director Pieter Mulier. The runway show was held in the Marais district, a place connected to founder Azzedine Alaïa. The items, which reinterpreted the brand’s signature silhouettes emphasizing the female body line in a contemporary way, were all breathtakingly beautiful! Tight knit dresses and bold accents of vibrant colors such as fuchsia pink and blue created a bold and dramatic impression.

From ALAÏA Spring/Summer 2022 Collection
Photo: WWD ©FAIRCHILD PUBLISHING, LLC

The invitation for this collection featured an image of “Sein (Breast),” a 1970 sculpture by César, one of the artists who was close to Alaïa during his lifetime. The free beauty of adorning the female body accurately, poetically, and modernly was reflected in the collection.

From ALAÏA Official Instagram

ISABEL MARANT

Isabel Marant proposed a resort style reminiscent of beachside vacations, arranged in an urban style. The collection, reflecting people’s longing for travel in recent times when traveling to distant places has become difficult, further reinforces the positive mood! The sporty silhouettes and sophisticated activewear are enjoyable not only to wear but also simply to look at.

From Isabel Marant Spring/Summer 2022 Collection
Photo: GEORGE CHINSEE / WWD ©FAIRCHILD PUBLISHING, LLC

As an invitation, a mini electronic display board-style stick with the season’s theme and show schedule was delivered to invitees. The glowing invitation raised expectations for the show and became a topic on Instagram!

From Isabel Marant Official Instagram

TORY BURCH

Tory Burch featured colorful collection pieces appealing to youthfulness and bold, bright colors. The runway was adorned with comfortable, relaxed silhouettes and adventurous, vibrant coloring that reflected the trend keyword of an optimistic mindset.

From Tory Burch Spring/Summer 2022 Collection
Photo: GEORGE CHINSEE / WWD ©FAIRCHILD PUBLISHING, LLC

How was it? The Fall/Winter 2022-23 collections will also utilize various methods and become an even more vibrant fashion week. We would be delighted if this blog sparked your interest in the collections.

We hope to continue sharing behind-the-scenes insights from the fashion industry, so please look forward to the next report from Steady Study!