What is the future of a fashion show? As fashion enters a new decade, the industry is questioning if the fashion show format still works. Here, industry insider reflect on its strengths and posit a new way forward.
Do a Google search of “What is the purpose of a fashion show?”—the search engine’s most popular query related to the term—and almost 4 billion results come up. That will look like a lot of results to the untrained eye, but an insider will tell you that’s, and more likely to wind us up, than the purpose of a fashion show.
The sentiment is echoed by IMG Model’s president Ivan Bart. Speaking specifically about models, Bart tells“If you’re not known in the industry, the only place to really be launched is on a runway. Where else can you be in a room with the most influential people in the industry who can actually elevate your career? The top editors are there. The buyers are there. The press is there. Social media is there.
Rag & Bone’s cofounder and creative director Marcus Wainwright started in the runway show system, but found that participating in other areas was a creative boon to himself and his teams. In the past five years, he’s staged portrait exhibits, screened films, and utilized technology—remember last season’s moving robots?!—to rethink the potential of how Rag & Bone can communicate.
With the help of talent incubators like Kennedy’s Fashion East, even the scrappiest of upstarts can present a fantasy during fashion week. “Young brands needn’t aspire to pass as luxury brands when they don’t have the finances to deliver that dream—putting on events and making collections that resonate with their own community seems a better way of building a future,” says Kennedy. “We’ve always kept our shows a raw and neutral canvas for our designers to go crazy on.
In a more recent example, she cites Jacquemus’s fall 2020 show at Paris Fashion Week Men’s. Held on the last day of the schedule, the show starred A-list models in the designer’s saucy, summertime clothes. A photo of Gigi Hadid, who modeled a beige empire slip dress instantly went viral. “That Gigi dress, that walk,” Aiken starts, “We sold over 100 units of that dress in about five days in the trunk show.
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