Loraine Holmes and her "Virginia II" collection in Coterie's virtual showcase at NYFW

The pandemic has challenged the fashion world, pushing the boundaries of what's imaginable, at least in the short term. This has been evident in international fashion weeks, which have had to seamlessly transition to digital platforms . But what has been a loss for some is a gain for others. Chilean designer Loraine Holmes (eponymous brand) believes this too , presenting her ready-to-wear collection "Virginia II" in Coterie's virtual showcase as part of New York Fashion Week (NYFW) throughout September 2020. Today she'll share more details about this experience, which has once again placed her in the international spotlight with her new collection.

About her Virginia II collection

Loraine explains that Virginia II is the second part of her collection, inspired by a trip to Cartagena de Indias, a city she fell deeply in love with. The first part of this collection was presented at the “DAP” (Develop Above Perfection) showroom, held at the Hotel Royal Monceau during Paris Fashion Week last February.

Along those lines, Virginia II maintains the same narrative, which seeks to capture the magical realism of that Colombian city . "The romanticism of its colonial architecture combined with the exuberance of its vegetation, color, smell, flavor, and vibrant Latin personality," adds the designer.

Regarding her participation in Coterie's virtual showcase at NYFW with Virginia II

Loraine says that her participation in this very different NYFW is a great opportunity and showcase, so she is very excited to be able to show her work at such an important event on the world fashion calendar.

"The pandemic undoubtedly challenged the traditional industry model, forcing us all to rethink how we do things and to make use of technological tools. I believe this is a tremendous opportunity, especially for emerging designers, who through 'virtual' platforms can reach an infinitely wider audience and, at the same time, hold presentations with much smaller budgets , democratizing the concept of a 'fashion show'," she says.

Do you think this new scenario will change the way fashion is presented in the future?

"Yes, I think we'll see a before and after in many areas. In fashion, some of these changes were already on the horizon, but the pandemic accelerated them, and I believe they're here to stay. We've entered a digital age, opening up new ways to market and present collections. While the magic of seeing a live fashion show is unique, I think these new ways of presenting have the added benefit of being easier and more accessible for smaller brands without large budgets . Furthermore, it's possible to reach international buyers without having to travel."

People have begun to trust online shopping more, which also brings with it the challenge and responsibility of improving services and shortening shipping times. I believe all brands will dedicate more attention to their e-commerce platforms and that new technologies will be developed , such as 360-degree photography, virtual fitting rooms, and so on.

Another consequence I've noticed, especially in Chile, is a renewed appreciation for national products, for things made at home , supporting local design, fair trade, sustainability, and more human and personalized service . Furthermore, many post-Covid brands have announced their intention to slow down the accelerated fashion calendar, returning to the model of presenting only two main collections annually (Fall/Winter and Spring/Summer) instead of four (Pre-Fall, Fall/Winter, Resort, and Spring/Summer). This will reduce overstock and, consequently, pollution, and ultimately allow more time to develop and enhance the creative side of each brand.

Loraine Holmes's main challenges during the pandemic

Loraine tells me that she developed her Virginia II collection during the months of lockdown, from her home. Therefore, one of the biggest challenges was creating such a handcrafted and detailed piece remotely.

"The way we organized ourselves was by creating a system for distributing tasks and materials, once a week, to the homes of each of our seamstresses. Along with this, the finished garments were collected and brought to my house to be inspected and pass quality control. The difficulty itself, in this case, became a driving force, forcing us to adapt to the new reality and work twice as hard, but at the same time bringing out the best in each of us . We also had some delays in fabric imports, but sometimes working under pressure can provide the necessary adrenaline rush to create magical things," she recounts.

How do you envision your future as a brand in light of the new scenario we are experiencing as a result of the pandemic?

"At the end of 2019, we set ourselves the goal of internationalizing the brand, so presenting our collection abroad for the second consecutive season means realizing a dream. It also brings a great responsibility, because I want to be on par with international brands and represent Chile with pride. First it was Paris, and now it's New York, which will allow me to better understand the differences between these fashion capitals and gauge which market best embraces our artistic vision. We've also taken the step of opening our e-commerce platform to Worldwide Shipping , which has us both excited and thrilled. Therefore, in the near future, we intend to continue focusing our energy on this path of raising our profile internationally while simultaneously strengthening our position in Chile."

By Sofía Calvo at www.quintatrends.com