The advent of a completely digital season of men’s fashion shows didn’t handcuff men’s designers from graphically going to town. In fact, digital invitation design should have been a field day for designers to kick-off their newfound freedom, free of the constrictions of a printer and costs to print and distribute. With no budget restrictions to weigh options of yay or nay on embossing, metallic foils, double-sided, or paper stock, the sky was the limit. In fact, designers could have easily turned show invites into advent calendars with a countdown series being sent daily to build excitement.
Alas, designers failed to embrace the possibilities and traditionally stuck to traditional formats. That isn’t to say there weren’t some stellar designs or use of digital. Several houses from Gucci to Sankuanz to Dsquared2 to White Mountaineering opted for embed gifs with varying degrees of success.
Prada took the care to mail physical invites which laid adjacent to my mouse as a warm reminder to navigate away from art directing to enjoy Miuccia Prada’s sublime multilayered film.
With New York going all ‘360’ come September The Impression hopes the designers leverage this showcase as an opportunity to leverage all digital has to offer in way of concepting around invites. This is a real chance to layer in the gift of graphics and expand the storytelling component as each touchpoint matters now more than ever to generate buzz.
Enjoy our look at the best men’s invitation of July’s first digital men’s fashion weeks from Milan and Paris.
