6/11/23

There appears to be a shift that’s taken place in the past few years within the industry. Fashion show production has morphed into a new way of thinking, where the pursuit of online virality is of utmost priority. Enabled by the power of social media, these shows have become more than a mere display of garments; they've become platforms for online experiences that take on a life beyond the moment.

Traditional runway shows, reminiscent of the 90s, are becoming increasingly scarce. In the contemporary fashion landscape, a show isn't just about displaying clothes; it's a pivotal communication and marketing tool for brands to solidify or alter their image. The primary goal? Standing out in a highly competitive industry.

Up-and-coming designers face immense pressure for their debut shows in a saturated market. In their quest to make an impact, they often resort to attention-grabbing gimmicks. This necessity to stand out can be attributed to budget constraints, which limit the availability of extensive social media and marketing strategies. Smaller, "exclusive" shows can be a result of these constraints, enabling bigger brands to steal the limelight.

In contrast, some brands like Louis Vuitton can afford to remain relatively aloof from the fashion week frenzy. Going with the flow may not help them as much as simply sitting tight, and letting their decades of firm establishment speak for themselves.

Examples (that you’ve definitely heard about)

Coperni SS23 had a live demonstration of a spray on dress at Paris Fashion Week (technology that is actually not that new, created by researchers at Imperial College London some time ago)

Sunnei SS24 had the audience rate every single look at their recent show by holding up numbered cards, for an instant feedback.

AVAVAV SS24. Titled “No time to design, no time to explain”. Everything seemed to be falling apart, with many of the models having sticky notes and scribbles on their clothes, reminiscent of the endless tasks designers face.

The Online Sphere’s Dominance

A heavy emphasis is now placed on how a fashion show is perceived in the online space. Social media platforms like Instagram and TikTok have become the epicenters of fashion content. These platforms enable brands to reach a global audience in real-time, transforming fashion weeks into digital spectacles. In fact, for many brands, online virality is more valuable than real-world impressions due to its unparalleled reach, making it a new focus for their marketing teams.

In the past, fashion shows were only meant to be lived so closely by an elite few. This shift has cultivated a broader audience for the casual consumption of fashion, allowing more people than ever, outside of fashion-conscious circles, to engage with brands they may not have been able to afford in the first place. The visual nature of fashion aligns perfectly with these platforms, allowing users to consume, share, and engage with content, further creating a sense of inclusivity and accessibility to the once-exclusive world of high fashion.

The digital age has left audiences less impressed by traditional runway shows. In an era where every aspect of life is saturated with online content, runway displays, no matter how beautifully choreographed, can sometimes appear flat. The demand for more unconventional, memorable experiences drives brands to push creative boundaries, raising questions about whether the classic runway show can continue to capture the imagination of an audience overstimulated by social media algorithms.