“In our digital age of photographic overload, illustration stands as a refreshing oasis in the midst of the continuous scroll”. - Laird Borrelli-Persson ,Vogue.com
This past season the fashion industry has seen a lot of changes all at once. Manufacturing slowed down, design offices closed indefinitely, and all live events were canceled.
When most of the world shut down, Fashion Houses who had been preparing for their July Paris Couture presentations were faced with extra challenges. While some designers were forced to back out of the event, others adapted to the times and took their collections digital.
Balmain F20 Couture look re-imagined by Illustrator Deanna Kei
Some Labels turned to Fashion Illustration to bridge the distance between their collection and their audience, and to create an exclusive storytelling experience. This was also a glamorous solution to manufacturing, sample creation, and photo shoot difficulties brought on by global social distancing. These illustrations brought something fresh and new, and much more personal to each presentation.
For his couture week showing, Schiaparelli debuted an entirely Illustrated collection, precluded by a live streamed presentation which included footage of the designer hand sketching the line in New York City’s Washington Square Park. After the live stream a series of Illustrations took the place usually reserved for collection photos on Vogue’s website.
While couture sample making was near impossible at the time, especially in New York as most things are just now beginning to reopen, Schiaparelli's resourceful Illustrated delivery got the job done exceptionally well. *View the presentation on Vogue.com
“The resulting sketches were so well-received in Paris that it was determined that they would be presented, and the items they display will be offered on a made-to-order basis.” - Nicole Phelps, Vogue.com
Ralph and Russo was another design house who enlisted Fashion Illustration to help tell their FW 20/21 story this season. They incorporated Fashion Illustration, Photography, and 3D rendering into a truly innovative, one of a kind presentation. While some of their designs were available to be shown through photography, the rest of the collection was brought to life by 3d digital renderings and eye catching Illustrations. Both the detail-centric renderings and the couture Illustrations are featured side by side on the collection page of Vogue.com.
Alexandre Vautheir F20 Couture look re-imagined by Illustrator Deanna Kei
--But Fashion Illustration for marketing isn’t a new concept. It’s been up-trending steadily for the past decade.
Vogue Italia Editor In Chief Emanuele Farneti makes a strong case for it. Earlier this year Vogue Italia released their first ever Illustrated Fashion cover for their January Issue. All of the features inside the issue are also Illustrated. With a focus on sustainability, the money saved on the issue was donated to charity. *Source: https://www.vogue.com/article/why-fashion-illustration-matters-in-the-digital-age
“No photo shoot production was required in the making of this issue.” - Emanuele Farneti, on his Instagram
In another Instagram post by Farneti, he delves into the high costs and negative environmental impacts of large scale photo shoots (including the costs and resources used flying models, staff, photographers, equipment, and samples to a shoot location) and how Illustrations can eliminate those costs. *Source: https://www.creativereview.co.uk/vogue-italia-illustrated-issue/
Vogue Italia also included Illustrations (this time drawn by children) in their recent June Issue.
During the pandemic, designer Christian Siriano has been selling Fashion Illustrations on his website to supplement costs as he’s shifted from creating gowns to manufacturing masks to be donated. The illustrations have been met with excitement and he even released a limited set for pride month.
Viktor & Rolf F20 Couture look re-imagined by Illustrator Deanna Kei
More and more industry names are finding Fashion Illustration to be a well suited replacement for live runway shows, as well as printed digital media content and e-commerce.
Fashion Illustration has become a powerful and cost-effective tool for digital and creative marketing in this ever changing industry. Art has always been a way to invoke strong emotions and elicit a response. Fashion Illustration draws the viewer in, allowing them to feel more connected with the brand and encouraging conversation, while also showcasing a design or product.
As brand storytelling and relationship fostering continues to be ever important in our socially distanced world, Fashion Illustration is helping to bridge the gap between brands and consumers and creating truly immersive experiences that can’t be achieved by any other means.
Deanna Kei is a NY based Fashion and Beauty Illustrator. She works with brands to create unique and engaging content featuring their products and collections. To commission illustrations for your brand please write to deannakei@gmail.com