Pandemic Innovation, Tadashi Shoji Holds Online Fashion Show At New York Fashion Week

JAKARTA – The COVID-19 pandemic has hit the economy in various sectors, including the fashion sector. This has forced many Tadashi Shoji outlets to close. But the Japanese-born fashion designer said she was able to keep her business alive during the pandemic thanks to the success of e-commerce and specialty sales.

The Los Angeles, California-based brand released its digital fashion show online on Saturday, February 12 during New York Fashion Week.

For a low cost, the video was filmed in the company cafeteria with creative lighting and editing.

“Logistically it was very tough, but very lucky for us because our COVID e-com is increasing rapidly. It helped me survive these COVID times," Shoji told Reuters.

"If we don't have a strong e-com infrastructure for us, I think, I think our business will go down," said the 74-year-old fashion designer.

Shoji said this season was inspired by "limitless expression" and has added distinct silhouettes to his normal body-con repertoire.

Menswear is the inspiration for many looks with its stretch velvet fabrics, shimmers, and slits that impart femininity. The designer's signature tulle, lace, and beading make this collection look familiar to longtime fans.

New York Fashion Week ends on February 16 with more than 150 designers have presented their collections in person or online.