After closing all his stores, veteran fashion designer Tadashi Shoji said he has been able to sustain his business during the COVID-19 pandemic due to the success of e-commerce and custom sales.
The Los Angeles, California-based brand released its digital runway show online on Saturday during New York Fashion Week.
The video was filmed in the company’s cafeteria with creative lighting and editing, while keeping costs down.
“Logically it is very difficult, but it is very fortunate for us as our e-com is growing tremendously due to COVID. It is helping me survive in this COVID time,” Shoji said.
“If we didn’t have this strong e-com infrastructure for us, I think our business went down,” he said.
Shoji said that this season was inspired by “limitless expression” and that he has added different silhouettes to his usual body-con repertoire.
Menswear was the inspiration for many looks providing femininity with stretch velvets, shimmers and slits.
The designer’s signature draped tulle, lace and hand beading made the collection familiar to her longtime fans.
New York Fashion Week will end on February 16, with over 150 designers presenting their collections live or online.
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