- Behnoode Unveils His Autumn/Winter 2020/2021 Collection –
- BEHNOODE is the only male couture brand participated at Arab Fashion Week 2020 –
Due to the Covid-19 pandemic, the entire fashion industry was challenged when it came to conducting live fashion shows with huge gatherings, however, Middle Eastern men’s couture designer BEHNOODE, saw this as an opportunity to change, adapt and revolutionize the whole industry by creating his first-ever virtual fashion show in partnership with Arab Fashion Council, where the buyers were able to watch and purchase men’s couture garments in real time.
BEHNOODE’s introduction to a new way of selling fashion in the region and globally, not only enriches the viewers’ visual experience through state of the art production and cinematic editing. It also allows the audience to purchase the latest runway styles immediately using their own phones.
Consumers were able to purchase products from the current season or pre-order new looks from brands’ AW 2020/2021 collections.
The BEHNOODE Autumn/Winter 2020/2021 premiered last weekend June 26, 2020 on Arab Fashion Week’s Instagram and TikTok accounts. During the premiere, viewers were able to chat and ask questions in real time, purchase and pre-order directly from the brand.
“I wanted to make sure my first virtual fashion show was an immersive and interactive experience. Therefore, conceptualizing and filming this digital fashion show was very positive and enriching for me.” said Behnoode Jahaverpour, Founder and Creative Director of BEHNOODE. “I was especially surprised by my ability to react and implement a show of this caliber in such a short space of time, especially for an event that has worldwide resonance. “
“Participating in this new digital format was a natural evolution for the brand, which values innovation and experimentation,” he said. “The use of digital technologies also allows BEHNOODE to maintain sales in the region and globally, and to keep the consumer relationships alive amidst the coronavirus outbreak.”
BEHNOODE will invest further in livestreaming his brand to build greater interactions with the consumers digitally. He said particularly in an emerging market like the Middle East region , where young consumers are highly digitalized, fashion savvy and very well informed about brands. We need to step up our efforts in order to win their attention and loyalty.
“For BEHNOODE Online is not only a sales channel it’s also a vehicle to connect with the consumer directly, share styling designs and bring awareness to my brand”. Behnoode said.
ABOUT THE AW 2020/2021 COLLECTION
The AW20/21 collection entitled “Beauty Behind The Barriers” explores the relationship between human external public persona versus the inner authentic self.
The collection is a mixture of checked and patterned suits with shades of earthy and natural tones such as brown soil, green leaf and cloudy sky as well as classic Signature BEHNOODE suits and trench coats.
“We live in a world dominated by power, wealth and celebrity and its influence can create a projection of an altered reality. This season I want to explore the valor behind the veil and the beauty behind the barriers. The authenticity of the individual soul by dissolving away the external appearance and revealing the genuine grace within”, said Behnoode Jahaverpour.
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