By Cassell Ferere originally published on Forbes.com

Amid the pandemic and forcing social distance throughout the entire world, the fashion industry, which is largely-based on in-person interaction with a product, has been forced to adjust their business for the new normal of “Phygital” fashion. Del Rainbow may have resolved the issue of cold-calls and weak signals brought about since resorting to video presentations and digital conferences to keep businesses thriving.

As brands shifted to digital shows and virtual presentations around the globe, other brands found ways to enhance the digital experience. Fashion wholesale, brand development, and consulting agency Del Rainbow have already invested in bringing the showroom experience to life from anywhere in the world. They have launched their Virtual Showroom and digital buying platform for SS21 this month that is quite the experience.

Del Rainbow houses contemporary brands like St. Agni, Peony Swimwear, and Deiji Studios under its arc, and operates through a holistic approach that focuses on strategic partnerships and global retailers. Championing each story, these boutique brands all have made a commitment to sustainability and ethical practices ensuring an aesthetic that is relevant to issues. Fostering the made-to-order motto, Del Rainbow operates on furthering this fully sustainable, Virtual Showroom experience.

That platform opens to a guided five-minute meditation with Co-founder and Global Sales Director, Bianca Gregg, as the virtual experience keeps fashion fresh for buyers with a calming intro. The digital experience is brought to the international market from Byron Bay, Australia, and feels like you are in the Del Rainbow showroom going over collections and specific looks in-person.

Each brand is detailed throughout, with lookbooks, videos, presentations with commentary from Gregg and other account managers, and to top it all off, a personality that is welcoming. Looks from each collection can be seen on hangers, on models, up close, and in editorial lookbook spreads. The overall advantage is that the COVID pandemic doesn’t stop the resilience of society and fashion.

Co-founders Bianca Gregg and Arlen Macpherson understood the shift that was needed for their business to succeed and has jumped on the idea and developed it in time for the fashion month and seasons beyond. As we still are at warning with the spread of the Coronavirus, Macpherson and Gregg want to keep the spirits of fashion in a high vibration as we adapt to a new normal of living.

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