October 8, 2020 | Massimo Casagrande, Director of Education at Istituto Marangoni Miami

On Thursday, October 8, 2020, Georgetown Retail and Luxury Association had the honor of hosting Massimo Casagrande, Director of Education at Istituto Marangoni Miami, for a virtual webinar, “Contemporary Fashion Theories: Understanding Fashion.” An expert on fashion trends, as well as fashion design and illustration, Mr. Casagrande spoke about four key topics: the need for brands to alter their customer experience for the post-coronavirus consumer, how fashion relates to modernity, the renaissance of digital narratives, and the impact of Instagram and social media on the fashion world. Mr. Casagrande highlighted the importance of challenging ourselves to identify the true meaning of fashion in the context of a post-pandemic consumer and retail world.

In examining the influences of Baudelaire, Mallarmé, Benjamin, and Edelkoort, Mr. Casagrande prompted GRLA members and other webinar attendees to consider and understand the four factors that inspire contemporary fashion—a fixed aesthetic, absolute newness, a hybrid style, and a new emphasis on personalization. Furthermore, Mr. Casagrande discussed the digitalization of fashion—a trend that has become vitally important during the era of COVID-19. Examples of this trend include innovative and interactive at-home fashion experiences, digital audiences at fashion shows, and a new approach to fashion campaigns that leverages the power and reach of digital and social media.