The future of the fashion show, at least as we know it, seems increasingly uncertain. Amid the global pandemic, fashion weeks around the world have moved to digital-only format, starting with the men’s shows that were scheduled to kick off next month in Milan, Paris, and London. Kerby Jean-Raymong has come up with a clever solution.
With his announcement today, the founder of Pyer Moss is proposing an alternative to a virtual experience that is primed for age of social-distancing: a drive-in fashion happening. Set to take place during New York fashion week this September, the event will play host to a premiere of American, Also, a feature film documenting the two years leading up to the boundary-pushing Pyer Moss spectacular that took place last September at Kings Theatre in Flatbush, Brooklyn. A trailer for the forthcoming film was uploaded to the designer’s personal Instagram account earlier this month. In it, behind-the-scene footage from the show at the historic New York landmark is spliced with archival clips of the neighborhood as the designer narrates. “So many of us, when we get opportunities and huge platforms, the first thing we do is leave,” says Jean-Raymond over a soundtrack of choral music. “Slowly but surely, I’ve been finding my way back… now we’re finally home.”
The New York premiere will be followed by a series of drive-in screenings in multiple cities across the country, exact details for which are to be released later this summer. Though Kerby Jean-Raymond is not planning to show a new collection, there will be a drop of clothing to coincide with the event. As with previous Pyer Moss events, the guestlist will be a combination of invited press and friends of the brand, with a percentage of tickets available to the public.