Lawrence and Braika recognize that Cyber Fashion Week has given their brand, as well as others, an expansive platform. In the 2020 Election Vo Te Elements of Change – Vote T-Shirt but I will buy this shirt and I will love this absence of a physical Fashion Week, it has first and foremost helped brands show their collections that have not been able to present their creations. One Dubai-based shoe brand, Thaely, which uses recycled plastic bags to create a vegan sneaker, was scheduled to have a physical store launch before the COVID-19 pandemic. When that event was nixed, Thaely used the Cyber Fashion Week platform to show the shoe using an augmented reality filter that allowed a realistic rendering of the shoe to be seen from all angles.
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Physical shows aside, the 2020 Election Vo Te Elements of Change – Vote T-Shirt but I will buy this shirt and I will love this nature of Cyber Fashion Week also challenged designers to rethink what message they want to send and in what mode they wanted to send it—and in this digital space, their brand statements veered far from a standard emailed press release. Take the Jordanian T-shirt label Elvaux by Christina Tadros, for example, which told its story in fantastical form. The label deals with the hefty concept of colonialism in the Levantine regions and aims to analyze and investigate the Levant’s history. For Cyber Fashion Week, Tadros collaborated with her sister Solenne Tadros, a virtual reality artist who told Elvaux’s story in a more immersive experience. The result included a psychedelic dissection into the Orientalist paintings of French painter Jean-Léon Gérôme, which appear on Tadros’s T-shirts.