the future fashion show? LG x balmain reimagine the front row experience with digital guests

fashion weeks around the world may look a little bit different this season with social distancing rules in place, yet creative forces are finding ways to ensure runway moments are safe and still accessible. for this balmain spring/summer 2021 collection presentation in paris, the fashion house’s creative director, olivier rousteing, teamed up with LG to reimagine the front row experience for celebrity guests. dressed to perfection and set on all-white backdrops, VIPs tuned in via LG OLED TVs situated in rows across the venue, just as if they were sitting in seats facing the show.

as many VIPs were unable to travel due to COVID-19, LG and balmain transformed the venue into a semi-digital display of celebrity guests. ‘we believe that fashion is best experienced when presented live,’ the balmain team said in a statement. ‘we know that a shared experience is crucial for our fashion community. of course, today’s new realities and restrictions make honoring both of those principles more than a little difficult but in both french and english, we share an overused phrase: la nécessité est la mère de l’invention (necessity is the mother of invention) and our planning process for this runway has proven that tired clichés like that one can sometimes actually be true.’

‘we want to thank our partner, LG, for providing the 58 OLED screens that you see scattered among the first three rows of tonight’s seating,‘ the statement continues. ‘with LG’s help, we’re going to transport to paris fashion week some of those who have been kept far away from us (well, at least for one show, anyway). and, obviously, we cannot wait until the day comes when we can see them —and the rest of our friends—here, again, in paris, with us.’