Celebrate the dawn of a new post-COVID-19 era! Steady Study member introduce you to Fashion Week for Spring/Summer 2022, a season full of hope and positive moods for the future!

Hello everyone. I’m Akagi from Steady Study ltd.!

In this blog, I would like to explain about the recently announced 2022 Spring/Summer collection from Steady Study, a member of the SUNNY SIDE UP GROUP, from our point of view as a PR agency for many apparel brands. And we will also introduce the collections of the brands we PR at Steady Study!

Fashion Week is held twice a year in various countries. During the fashion week, the whole city is in a festive mood, and the press runs through the streets and from one venue to another without even a moment to catch their breath in order to see as many shows as possible! As much as we miss such a scene, the COVID-19 Disaster has seen the disappearance of real shows, and instead, various efforts have been made to present collections using digital technology.

▼Click here to read about the Fashion Weeks for the Spring/Summer 2021 season.
Fashion and PR in the “New Normal” Era! Introducing the Spring/Summer 2021 Fashion Week at the COVID-19 Disaster!

The 2022 Spring/Summer collection saw more realistic runway shows and presentations than last season. The timing coincided with the beginning of the effects of vaccination against coronavirus infection in Europe and the U.S., and the number of press travelers increased, creating a glamorous mood as if the pre-COVID-19 disaster vibrancy had returned. Let us take a look at this year’s collection, which is regaining the liveliness it once had.

■“Optimistic” is the keyword that symbolizes the Spring/Summer 2022 collection

From left to right : DIOR, MIU MIU, ALEXANDER MACQUEEN
Photo : WWD ©FAIRCHILD PUBLISHING,LLC

Realistic runway shows and presentations were back in full swing at the European and American fashion weeks for the Spring/Summer 2022 season. “Optimistic,” a keyword from last season that was heavily influenced by Corona, has changed from last season’s “expectant” to “confident” and is clearly expressed in the creations.

Numerous brands presented collections with a bright and free mood that foreshadowed the dawn of a new era after the COVID-19 Disaster. The collections featured a variety of hopeful colors, new out-of-the-box designs that reconstructed traditional garments, and floral patterns and butterfly motifs that seemed to symbolize a positive mindset.

These included mini-length skirts in pop colors reminiscent of 1960s Twiggy, a revival of the 2000s style known as “Y2K fashion,” a reinterpretation of corsets and other women’s clothing to express new femininity, and an urban resort style that evoked thoughts of travel and vacations. All of these styles reflected the positive power of people’s mindsets and social trends.

■Animation, NFT, live-streaming, and other diversified digital

Even during this season, which saw an increase in real events, each brand continued to make unique digital presentations. Luxury and animation, NFT to find new values, and cross-border shows are just a few of the diverse ways in which the brands are presenting their collections.

BALENCIAGA

Balenciaga presented a two-part digital presentation. The first part was “Simpsons I Balenciaga,” a 14-minute short film produced in collaboration with the American national cartoon “The Simpsons,” which has been viewed over 8.79 million times on Youtube. The second part of the event was the red carpet coverage of the “Simpsons I Balenciaga” screening. A photocall in front of a theater in Paris, where models clad in the new collection were photographed, was a hit for its faithful recreation, just like a real red carpet.

Above: The Simpsons | Balenciaga Below: Balenciaga Summer 22 Red Carpet

ANREALAGE

ANREALAGE digitally unveiled its Spring/Summer 2022 collection in collaboration with Mamoru Hosoda’s latest film Belle. This was the brand’s first NFT collection and was sold on the special “ANREALAGE” website. After the distribution, visitors could view the new looks in 3D and communicate with other visitors; NFT Naruto Museum of Art won the bid for a total of 50 million yen.

From the digital presentation of the Anrealage Spring/Summer 2022 collection

PRADA

Prada delivered a live video on a large LED screen setup inside the venue with different models strutting the same look in different locations, some 9,000 kilometers away from each other. The show was a reminder that community is an important idea for bringing together people who share ideologies, values, and beliefs.

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

Finally, we would like to introduce some of the brands that are doing PR at Steady Study!

ALAIA

ALAIA has launched its first collection by new creative director Pieter Mulier. The runway show was held in the Marais, the neighborhood where the founder, Azzedine Alaia, lived. The silhouettes that emphasize the female body line, which symbolize the brand, are reinterpreted in a modern way, and the items are all so beautiful that one can’t help but sigh! Tight knit dresses and bright insert colors such as fuchsia pink and blue give a bold and dramatic impression.

From the Alaia Spring/Summer 2022 collection
Photo : WWD ©FAIRCHILD PUBLISHING,LLC

The invitation for the collection was inspired by the 1970 sculpture “Sein” (Breast) by César, an artist who was close to Alaïa during her lifetime. The collection projected the free beauty of the female body in a precise, poetic, and modern way.

From Alaïa’s official Instagram

ISABEL MALANT

ISABEL MALANT offers a resort style reminiscent of the beach during a vacation with an urban twist. The collection reflects the longing for travel that people have in these days when it is difficult to travel to faraway places, and it further encourages a positive mood! Sporty silhouettes and sophisticated activewear are a joy to look at, let alone put on the sleeves.

Isabel Marant from the Spring/Summer 2022 collection
Photo : GEORGE CHINSEE / WWD ©FAIRCHILD PUBLISHING,LLC

Invitations were delivered to the invitees in the form of electronic mini-sticks with the season’s theme and the show schedule written on them. The invitations glowed in their hands, and the anticipation for the show was a hot topic on Instagram!

From Isabel Marant’s official Instagram

TORY BURCH

Tory Burch presented a colorful collection of pieces that showcased youthfulness and bold, bright colors. Comfortable, loose-fitting silhouettes, adventurous and bright colors reflected the optimistic mindset of the trend keywords, which graced the runway.

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

What do you think? The Fall-Winter 2022-23 collection will be even more vibrant with a variety of techniques. We hope this blog will spark your interest in the collections.

I hope to continue to provide you with behind-the-scenes information on the fashion industry, so please look forward to the next report from Steady Study!