The Coperni Autumn/Winter 2021 collection debuted on a Paris Fashion Week runway lit up by car headlights, as the show was created as an immersive drive-in experience. A fleet of 36 cars carried 70 guests into the spacious AccorHotels Arena in Paris, providing a unique way for people to appreciate the latest fashion in a safe way in the midst of a pandemic.
While many fashion events have gone completely virtual or audienceless when they are held in person as in years past, brands like Coperni are coming up with ways that support social distancing and a sense of community. Online streaming also helped the new collection reach broader audiences, as the limited attendee list was limited to select journalists, celebrities, influencers and friends of the brand.
Image Credit: Anne-Christine Poujoulat
Key Themes Behind This Trend
- Drive-in Runway Shows
- The pandemic has made traditional runway shows difficult, but drive-in events like the Coperni fashion show provide a unique and safe way for people to gather and appreciate the latest fashion.
- Immersive Experiences
- Creating a unique and memorable experience, like the immersive drive-in experience of the Coperni fashion show, could be the key to drawing in audiences in the post-pandemic world.
- Hybrid Events
- Combining virtual and in-person elements, like the online streaming and limited in-person attendance of the Coperni fashion show, can help brands reach broader audiences while still creating a sense of exclusivity.
Where This Applies
- Fashion Industry
- With the pandemic making traditional runway shows difficult, the fashion industry can look to drive-in and other immersive experiences as a way to showcase their latest collections.
- Event Planning Industry
- As events move towards hybrid models, event planners can develop new strategies for creating unique and memorable experiences that incorporate both physical and virtual elements.
- Automotive Industry
- Drive-in events offer a new opportunity for automotive brands to showcase their vehicles and align themselves with cultural events in a unique and memorable way.
