The current health situation caused by the COVID-19 coronavirus has impacted society as a whole. Since March 2020, the different economic sectors have been forced to adapt and reinvent themselves in order to continue their activity.

Fashion has also been hit hard, having to open its physical stores with many restrictions due to confinement and contagions. Even in some parts of the world, governments have forced stores to close completely. E-commerce has also been affected and many people have been reluctant to buy clothes for fear of the virus.

Fashion brands have presented many of their collections through live streaming video broadcasts or on their social media profiles. In this way, they have managed to maintain the connection with their customers and followers. The events that were always carried out with great deployment of media and resources are now more limited. For example, the presentation of collections or fashion shows are now completely digital and with little public attendance.

Recently the 27th edition of the 080 Barcelona Fashion catwalk was held. On this occasion it was digital and took place in the Casa Milà (La Pedrera), the most emblematic civil building of Antoni Gaudí.

22 designers and brands such as Avellaneda, Menchén Tomàs, Eñaut, Álvaro Calafat, Txell Miras, Otrura, Paloma Wool or Custo Barcelona were in this one hundred percent digital fashion event and made their presentations in an audiovisual way with several cameras that offered a video of the collections from different points of view in the modernist Casa Milà.

It is certainly an innovative proposal that has come to stay and that keeps alive the essence and beauty of fashion in such a difficult time as we find ourselves.