Beyond impacting the sales of retail fashion, the global pandemic has changed the way the fashion industry captures and shares content, as seen in Gucci's new No Photographer, No Problem campaign for the Fall/Winter 2020-2021 season. The campaign offers a relaxed look into the homes of models, who were sent clothes from the new line—but couldn't rely on the usual support from a team of photographers, makeup artists, hairstylists, assistants and other on-set help.
To adapt to the changing times, fashion houses and magazines are having models create content from where they can, sometimes even using the technology that's available to them. The self-isolation photoshoot was curated by Gucci’s art director Christopher Simmonds and creative director Alessandro Michele, and it shows models taking on new roles in front of and behind the lens.
Image Credit: Gucci
What's Driving This Trend
- Self-isolation Photoshoots
- Opportunity to capture unique and authentic content by having models take on new roles in self-isolation photoshoots.
- Remote Fashion Campaigns
- Disruptive innovation in the fashion industry by utilizing remote models and technology for content creation.
- Adapting to the Global Pandemic
- Fashion houses and magazines adopting new strategies to capture and share content in response to the global pandemic.
Who This Affects Most
- Fashion Industry
- Opportunity for fashion brands to adapt and innovate their content creation strategies in response to the global pandemic.
- Photography Industry
- Opportunity for photographers to explore new ways of collaborating with models remotely during self-isolation photoshoots.
- Technology Industry
- Opportunity for technology companies to develop tools and platforms to facilitate remote content creation for the fashion industry.
