“Phygital” is a simple neologism – the fusion of “physical” and “digital”. Social distancing means traditional fashion shows won’t be making a return for a while. Emerging in their place is a plethora of digital fashion content destined for social media. At Louis Vuitton, Botter and Burberry, the content is largely narrative-based, with aesthetics melding seamlessly with activism. Top of the class, however, is Jacquemus, with his short, phygital film “Amour”. We take a look at it and much more.
Could the future of fashion be ‘phygital’?
