How can you turn a point of view around and turn something as painful as social distancing into an aesthetically fulfilling object?

How to convey safety and ensure an excellent experience at the same time?

We visualized BUREAU BETAK's answer for Fendi FW21 show, where set design and event production had to adapt to the safety guidelines dictated by the pandemic climate, creating an excellent visual experience for first.

Among the sectors most affected by Covid-19, there is definitely the world of fashion and in particular the one related to events, such as fashion shows and presentations.

What is most surprising, however, is the creative ability of each brand to respond to this problem.

The latest fashion weeks have shown how the various collections have been presented digitally, but the common thread that has accumulated all brands has been a return to essentiality, an iconic luxury, able to last over time, as demonstrated by Kim Jones' collection for Fendi.

Ideas taken up effectively in the creation of the set design: the models paraded in a scenography created by glass structures in the shape of F (logo of the brand) that showed inside them, capitals and Roman ruins as in a large archaeological museum, to indicate a fashion suspended out of time, which does not follow trends but rather clean design and using a color palette on neutral tones.

The fashion world and all that moves it has received the message after this long year of anxieties, worries and sacrifices: absence of frivolity but a more sober and elegant mood is what it takes now, to start again.