The virtual runway [NSTTV]

The backstage scene. - NSTP/NUR ADIBAH AHMAD IZAM

Izwan Ismail

Taking fashion shows like the Kuala Lumpur Fashion Week 2020 online is challenging but it opens up more opportunities for the local industry.

AT a space-turned-studio in Kota Damansara, some models are walking up and down an empty floor, as directed by a video director.

After a few takes, the director is satisfied with the shooting, slated for a virtual runway fashion show at the upcoming Kuala Lumpur Fashion Week 2020 (KLFW 2020), to be shown over YouTube from Nov 11 to 13 this year.

Being the biggest fashion show for the country, KLFW has established itself as a yearly event for the local fashion industry.

For the past few years, it has made Pavilion Mall Bukit Bintang as its event platform, attracting thousands of fashion followers to the centre court of the mall for the ultimate show of fashion and glamour by local designers, as well as international brands.

However, due to the Covid-19 pandemic, the organiser has decided that KLFW 2020 will be conducted online.

FRONT-ROW SEATS

While the excitement of watching a fashion show online will not not the same as witnessing it live, KLFW founder Andrew Tan assures viewers of a new kind of experience and content, only possible by going online and with the help of technology.

"Every year, during KLFW at Pavilion, fashion enthusiasts and visitors will be 'fighting' for front-row seats to get up close to the models and see in detail the new creations being paraded.

"This year, because of the digital platform, everybody will get a front-row seat from the comfort of his or her home.

"So gather online and enjoy the show," he said.

Going online has a lot of advantages. Besides the "exclusive" seats, viewers will also be able to listen to what a panel of critics feel about the designs.

Panellists include Tan, celebrity model Elaine Daly, fashion critic Kan Zai and invited guests.

"We will also have a segment called Style Matters for the audience to ask questions related to fashion," added Tan.

Close to 60 designers is taking part in KLFW 2020, with a key message of revival and sustainability. - NSTP/NUR ADIBAH AHMAD IZAM

There's also Fashion 101, which is a styling and fashion tutorial.

"Sponsors like Panasonic will showcase how some of its products like the steamer iron, etc are used backstage.

"We will also invite stylists to show how a certain hairdo, for instance, is created. All these make it different from attending a live show," said Tan, adding that designers also have the opportunity to sell their creations online.

For young designer Kel Wen, going digital has its advantages.

"This is the future of fashion. After the Movement Control Order, our lifestyle has definitely changed. This is a test for us to put fashion on the digital platform.

"It may be challenging for a designer to do this digitally but I feel it's more expressive.

"For example, by going digital, we can show different angles and perspectives of the clothing. It provides a different dynamic to fashion," he added.

THE SHOW

This year, close to 60 designers will be taking part in KLFW 2020, with a key message of revival and sustainability.

Over the three-day show from Nov 11, 15 episodes will be showcased on hurr.tv, the official broadcasting partner.

"Since KLFW's inception in 2013, it has continuously been at the forefront of the Malaysian fashion landscape and industry.

"KLFW Digital 2020 reflects our commitment to a more sustainable and stronger fashion future for Malaysian designers.

Founder of KLFW, Andrew Tan. - NSTP/AZIAH AZMEE

"Abandoning the annual show during this most crucial juncture is simply not an option," added Tan.

"Fashion is an interest and once people lose interest in it, the industry will slowly cease to exist. Our aim is to revive interest in fashion and remind people that fashion is all about dreams, joy and imagination.

"Times may not be good right now but as long as people continue to be excited with fashion, the industry will bounce back," he added.

It being KL Fashion Week, the city will also be celebrated. 

"Besides filming in the studio, we will also be doing fashion videos in attractive locations around the city to show to the world what KL has to offer," he said. 

THE CHALLENGES

Needless to say, going digital has myriad challenges.

"A lot of planning and content go into a digital show.

"For instance, the video choreographer has to work with lighting to create the mood that the designer has in mind for his or her show. It's story-telling with the runway effect.

"For the off-studio shooting, we will scout for the best locations in the city for each designer. The location must suit his or her style," said Tan.

Meanwhile, for the studio production, the crew will need to consider the final effect and how the virtual runway will look.

"Going digital definitely involves more effort from all parties compared to a physical show," he added.

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