The importance of storytelling in presenting digital collections

“The era is coming when we will need storytelling. More than ever, ”wrote novelist and fashion editor Sophie Fontanel on the Nouvel Obs website on June 16. This opinion, many brands and creative directors share it, is in any case what their posts on social networks and their presentations within Virtual Fashion Weeks show where everything remains to be invented. Like the entire sector since the covid-19 crisis, fashion storytelling, already shaken for several seasons by a more informed consumer, is accelerating its evolution.