Coronavirus has forced a rethink from the fashion industry – now is the time for it to clean up its act

With lockdown and working from home forcing a change in our clothes-buying habits, companies face a new landscape, writes Janet Street-Porter

Next year’s model: how will fashion adapt? (Getty)

Coronavirus has killed off the catwalk – the old way of presenting high fashion to wealthy customers and the press with snooty models parading to a packed salon has given way to the first digital showings.

Borrowing from music videos and experimental cinema, leading designers like Schiaparelli, Balmain and Dior have showcased their work online, entering a new era for this highly-secretive industry on which so many workers, textile mills and specialist suppliers depend.

Dior filmed exquisite tiny versions of their collection, inspired by a collection of fashion dolls made by Lanvin and Schiaparelli in 1945 to try and reboot French couture after the Second World War. Chanel took their models to Paris venue Le Palace and shot them dancing, while Victor and Rolf devised a five-minute “play” narrated by the singer Mika. Dolce and Gabbana built a private website for their Alta Moda collection which rich customers were given a code to enter and see the clothes in more detail. In other words, posh online shopping.