• Fashion & Textile Research Journal
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• v.24 no.1
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• pp.29-41
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• 2022

With the outbreak of the COVID-19 pandemic, global fashion brands have been hosting online fashion shows instead of offline ones. In light of the current pandemic scenario, this research conducted a study on digital fashion shows held online, specifically focusing on two types of shows: fashion films and games. This study examined the characteristics of changes in digital fashion shows as well as their limitations. The case studies analyzed fashion shows from January 2020 to July 2021, with a focus on the 2021 S/S and 2021 F/W seasons, and 26 fashion shows from 23 brands. The results of this study were as follows: First, digital fashion shows transcended physical limitations through virtualization and non-face-to-face communication, breaking free of the limits of space and time in reality. Second, the entertainment role of fashion shows was strengthened. However, online fashion shows had limitations as they lacked a sense of reality and distracted viewers' attention from fashion products. This study has practical implications as it proposes a path for the development of digitalized fashion shows by addressing its current limitations. Overcoming these shortcomings, post-pandemic fashion shows would be more diverse, flexible, and creative. Consequently, following the pandemic period, we look forward to new types of fashion shows using digital imaging technologies.