THE NEW AGE OF FASHION SHOW PRODUCTION
From the print magazine boom to the emergence of runways in the metaverse, the fashion industry is constantly shifting and evolving.
The one trend in fashion that has been present throughout the decades within the industry is fashion shows. The popular catwalk show was born around 1910 in various ballrooms across the fashion capital Paris. Industry leaders from House of Worth to Elsa Schiaparelli greatly pioneered the fashion show and set the stage for many designers to come. However, as fashion has changed and evolved over time, the basic catwalk shows we all know and love has grown to be outdated and quite honestly a little boring. Fashion production as a whole has evolved into something more than just a platform for designers to show off their most recent collections; these ensembles now give the public a window into the designer's mind and creative process. Coming out of the pandemic coupled with the new wave of self-expression and boundaryless style and design concepts has pushed fashion shows and fashion production in a more daring and innovative direction.
Hanifa's 3D digital fashion presentation, which the designer Anifa Mvuemba featured through her Instagram for her most recent collection in May 2020, is one of my favorite instances of a contemporary and inventive twist on the well-known catwalk show. Mvuemba used 3D mockups in motion and invisible 3D models to present her designs on a digital runway, giving viewers a new, inventive perspective on runway displays. Her work served as a model for other designers looking to explore the intersection of fashion and technology.
Hanifa’s 2020 3D Digital Runway Show
The production element of fashion shows has grown significantly over the years, as the conceptualization and vision behind a show are now equally as important as the apparel and collection that is being exhibited. The viral spray-on dress applied to supermodel Bella Hadid on the spot in front of the audience during the Coperni show during Fall 2022 Paris Fashion Week demonstrated the significance and advantages of placing emphasis on the production of a fashion show. Hadid came out wearing nothing but a g-string and her arms covering her breast, however, less than ten minutes later she was fully covered in a patented spray on fabric developed by London-based company, Fabrican. Whether you liked the show or not, the shock factor of the dress combined with the presence of a fashion mogul like Bella Hadid made the Paris Coperni show an unforgettable and exciting experience.
Coperni Fall 2022 Paris Fashion Week Show
If you don’t possess advanced digital 3D fashioning skills or the ability to produce a high-level fashion production and still want to utilize the beloved catwalk style show, some of my favorite examples of recent catwalk shows with a twist are the Viktor & Rolf Spring/Summer 2023 couture show and Beate Karlsson’s AVAVA Spring/Summer 2023 show. Viktor & Rolf showcased their Spring/Spring 2023 collection during Paris fashion week utilizing a mostly traditional runway format. However, what captured the audience most during the show was how the models wore the garments as the models graced the runway in whimsical gowns that were fashioned on them at obscure angles. Some models wore the gowns diagonally, horizontally, and even fully upside down, revealing nude corsets and undergarments underneath. This innovative approach to fashion shows kept viewers engaged throughout the entire performance and gave them a closer look at the construction and intricacies of the clothing that they may have not seen otherwise.
Viktor & Rolf Spring/Summer 2023 Paris Fashion Week Couture Show
The last show I want to mention is the Beate Karlsson AVAVA 2023 show, which also utilized the same catwalk show format, but differed in the message it was portraying. The AVAVA brand is all about the creative direction aspect as well as the conscious manufacturing of its garments. During their Spring/Summer 2023 show, they cleverly showcased their sustainable and ethical desires for their clothing by intentionally allowing a piece of each look to break off when they walked down the runway, which eventually led up to the finale of the show when the entire backdrop fell down. The concept of the show and the garments was to mock fast fashion and showcase problems within the fast fashion industry such as the short life span of the clothing and unsustainable practices behind the clothing’s manufacturing.
Beate Karlsson’s AVAVA Spring/Summer 2023 Show
No matter how you choose to showcase your garments, fashion shows and fashion show production are here to stay. As a lover of fashion production, I love the fact that designers and creatives are finding new ways to adapt shows to fit their personal brand and image. As I mentioned before, fashion is evolving, and rather than fight it, as a fashion professional you have to embrace it. These shows are meant to be an extension of your work as a creative, so make it your own.
