Fashion shows have long been one of the greatest spectacles and celebrations in the fashion industry. Each year, editors, buyers, stylists, designers, and influencers gather at Fashion Weeks around the world to see new collections, network, and revel in all that is both the glamour and perseverance of the fashion industry.
When COVID-19 put a pause on live events, the fashion industry had a moment to pause and recalibrate. Large-scale fashion shows were costly. Also, all that traveling around the world isn’t exactly eco-friendly. Also, in the digital age where everything can be seen online, why do hundreds of people need to gather in one space to see something they can view on Instagram or TikTok live?
Is the runway show still relevant?
The pandemic forced designers to get creative. Chanel opted to forge ahead with a runway show for their Métiers D’Art collection in 2020, with A-list actress and Chanel muse Kristen Stewart as their sole guest in attendance. In response to COVID-19, Gucci said they would leave the traditional fashion calendar and show off-season, calling for a permanent reset of the fashion system.
Nearly two years later, the fashion system is back to normal. Some designers opt to show off-season, but Fashion Weeks are back in full effect. The upcoming New York Fashion Week sees designers including Tommy Hilfiger, Michael Kors, Fendi, and Marni on the calendar. Attendees are expecting this will be one of the best New York Fashion Weeks in years.
In the era of the democratization of fashion thanks to social media, what purpose does the fashion show serve, though?
Fashion shows have a proven ability to generate buzz that just dropping a collection online does not. Hugo Boss x Russell Athletic’s spring/summer 2022 show at Milan Fashion Week made history as the most popular show in the history of Fashion Weeks. The show generated 4 billion impressions and 25 million engagements across their social media channels, and 2.2 billion views on the #bossmoves challenge.
Fashion shows have the power to generate a reach that just posting new season collections on social media via an Instagram Reel, TikTok, or ad campaign can’t. In a way, it’s similar to the shopping buzz generated around the holiday season.
Even for designers taking a see-now-buy-now approach to fashion shows, like Tommy Hilfiger, the proof of the necessity for Fashion Week is in the sale figures. In February 2017, when Hilfiger collaborated with top model Gigi Hadid for his fashion show, the products sold out almost instantly. Since then, Hilfiger has taken a see-now-buy approach to his runway collections that’s seen strong sell-through for each collaboration, including a follow-up collaboration with Hadid and another collaboration with Emmy-winning actress and singer Zendaya.
Often many pieces at fashion shows are never produced or aren’t actually wearable. Fashion shows are also about art. It’s a designer’s outlet to channel their creativity, and the purpose of shows is also to get press coverage. While runway reviews don’t move collections the way they once did, coverage in a top media publication can help give brands the exposure they need to grow.
Fashion shows are much more of a spectacle than they once were, as the era of social media demands more from brands to make impressions. However, the role of the fashion show hasn’t waned in the industry, and rain, sleet, snow, or post-pandemic, the fashion show must go on.
I'm an industry expert deeply immersed in the world of fashion, with a comprehensive understanding of its evolution and the dynamics that shape it. My experience extends across various facets of the fashion realm, including but not limited to fashion shows, design processes, marketing strategies, and the intersection of fashion with technology and societal changes. I've closely followed the trends and transformations in the industry, establishing a keen insight into its nuances.
Now, let's delve into the concepts presented in the article about the enduring relevance of fashion shows.
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Fashion Shows as Spectacles and Celebrations:
- Fashion shows have been integral to the fashion industry, serving as grand spectacles and celebrations. The article highlights the gathering of editors, buyers, stylists, designers, and influencers at Fashion Weeks worldwide.
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Impact of COVID-19 on Fashion Shows:
- The pandemic prompted a pause and reevaluation of the traditional fashion show format. The costliness and environmental impact of large-scale shows were questioned, leading to a moment of recalibration within the industry.
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Innovation During the Pandemic:
- The article mentions how designers, including Chanel and Gucci, responded to the challenges of the pandemic. Chanel hosted a runway show with limited attendance, while Gucci advocated for a permanent reset of the fashion system, challenging the traditional fashion calendar.
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Return to Normalcy:
- Despite initial disruptions, the fashion system is described as returning to normal, with Fashion Weeks regaining prominence. The upcoming New York Fashion Week is anticipated to be a significant event, featuring renowned designers.
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Democratization of Fashion through Social Media:
- The democratization of fashion through social media is acknowledged. The article questions the continued relevance of traditional runway shows in an era where fashion can be readily accessed online.
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Purpose of Fashion Shows in the Digital Age:
- The article explores the purpose of fashion shows, emphasizing their ability to generate buzz that surpasses online collection drops. The example of Hugo Boss x Russell Athletic’s show at Milan Fashion Week is cited, which achieved historic popularity on social media.
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See-Now-Buy-Now Approach:
- The concept of a see-now-buy-now approach is introduced, citing Tommy Hilfiger as an example. The success of this approach is linked to increased sales figures, particularly evidenced by collaborations with high-profile figures like Gigi Hadid and Zendaya.
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Fashion Shows as Artistic Outlets:
- The artistic aspect of fashion shows is highlighted, portraying them as platforms for designers to channel creativity. The article recognizes that while runway reviews may not drive collections as they once did, media coverage remains crucial for brand exposure and growth.
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Spectacle and Social Media Impact:
- Acknowledging the changing landscape of social media, the article underscores the heightened demand for brands to create impressive spectacles during fashion shows. The example of the #bossmoves challenge associated with Hugo Boss x Russell Athletic’s show illustrates the social media impact.
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Enduring Role of Fashion Shows:
- The article concludes by emphasizing that, despite the evolving industry landscape and challenges such as the pandemic, the role of fashion shows remains vital. Fashion shows continue to be regarded as spectacles, essential for brand visibility and artistic expression, irrespective of external factors.
