The traditional fashion show, with its throngs of street style photographers, influencers, and a relentless stream of black cars, has long been the established norm. However, a recent experience with the Apple Vision Pro headset at the Etro headquarters in Milan offered a glimpse into a potentially transformative future for experiencing fashion. This intimate viewing, part of a select group of eight, provided a unique perspective on Marco De Vincenzo’s Spring 2025 collection for Etro.
Instead of the usual chaotic pre-show scene, the atmosphere was relaxed and refined. Champagne and canapés were served in a comfortable lounge setting, replacing the typical hurried meals or uncomfortable seating often associated with fashion week. The usual pre-show buzz of backstage activity and industry chatter was absent, replaced by a quiet anticipation for the digital presentation. This shift in environment, while offering a certain level of comfort, also highlighted the inherent differences between a physical and digital fashion experience.
The absence of the usual pre-show rituals, like backstage access and the opportunity to observe the collection’s preparation, created a disconnect from the energy typically associated with live events. The lack of real-time interaction with colleagues and the inability to capture the behind-the-scenes moments crucial for storytelling presented a unique challenge for content creation. The constant connectivity of social media was replaced by an enforced digital isolation, highlighting the role of immediate feedback and shared experiences in the modern fashion landscape.
The experience of watching the show through the Apple Vision Pro was immersive, transporting viewers from a brightly lit studio to the darkened runway. The headset offered a front-row perspective, complete with the sight of attendees capturing the moment on their phones. The digital stream provided a realistic depiction of the clothing’s movement and the models’ presence on the runway, offering a compelling visual experience.
Despite the immersive quality of the Apple Vision Pro, certain elements of the traditional fashion show were undeniably missing. The inability to interact with colleagues, share immediate reactions, and experience the tangible atmosphere of the event created a sense of detachment. The absence of sensory details, like the room’s ambient scent or the nuances of the soundtrack, further emphasized the limitations of a purely visual experience. While the headset provided a simulated front-row seat, it lacked the dynamic energy and spontaneous interactions that define a live fashion show. The overall effect was akin to observing the event from behind a glass barrier, separating the viewer from the true essence of the experience.
