For many fashion week is a biannual event that takes place in the four major fashion capitals as well as other cities, countries, companies who wish to showcase designer's collections; displaying upcoming season's newest trends and must have looks.
Fashion week is defined as:
"A fashion week is a fashion industry event, lasting approximately one week, where fashion designers, brands or "houses" display their latest collections in runway fashion shows to buyers and the media. These events influence trends for the current and upcoming seasons."
Fashion week began in New York City in 1943, as an event that allow buyers the opportunity to purchase an alternative to French fashion during WW2 when workers couldn't get to Paris. London however, were much later in producing their first show in 1984 by the British Fashion Council, and frankly aside from a few stand out shows, I believe there really could be and should be more production put into the actual displaying of the clothes. The events could all be held in the timeframe of a fashion week, but the reality is they could be tailored so much more to the clothing itself and making not only the collection stand out to industry but also the show as a whole being something people look forward to and anticipate what will be done next.
In recent seasons there has been, what's considered to be, a huge change to what is classed as the 'normal' catwalk. With unique and diverse models now becoming a much more popular choice for design houses, distinct locations and sets, and even an aspect of performance beginning to be introduced in places with dance and the idea of a collection being shown together, productions during fashion weeks are beginning to move away from the standard idea of a runway and seating. I think this needs to be pushed much further. Design houses could be so much more adventurous in the way they display their collections, making each show much more of an event and creating something that can be enjoyed by anyone, not just the exclusive invite only list of industry guests.
The sort of thing I can envisage is creating a show for a designer who specialises in office, smart, tailored designs being held on a skyscraping office block in mayfair on the rooftop with models being located out on display almost as if they were working the show rather than modelling, so showing people to their seats, set up as a photographer or member of the press or even sat in the audience then as it's their turn to walk the catwalk, leave their 'setup' and simply do a loop then return to where they were as if the guests are not only seeing the designs on the runway but also in situ.
Another idea is for a more exuberant designer's collection to display their designs in a circus using trapeze artists rather than models walking their own 'catwalk wire' at different levels all over the tent putting on more of a performance with a ringmaster 'host' introducing each design in the spotlight. guests would be sat as if they were at the circus and treated to a show style catwalk.
For a collection influenced by historical design, perhaps Thom Browne. His catwalk could take place in a huge country estate with the gardens set up as an afternoon tea venue for members of the public to enjoy the arrival of the collection as each model would arrive sat side straddle on a horse walking up the green to the entrance of the house where they would then entre and walk the hallways, staircases and balconies as if they were a guest of a dinner party with industry guests sat all over the house on sofas at tables and dressers observing each design as they walk through the house.
As a possible event that could lead to a sponsorship, is an event where the models drive up to the outdoor catwalk perhaps on a street or even a green or large garden where each models outfit style is matched to the style of car they arrive in. Each would simply drive up walk the 'runway' and get back in their car to then go and park for a presentation after the show. Again bringing interest from other industries but also creating quite a spectacle. I see this idea being used in a way that could link to perhaps even a bond film premiere and if the collection is evening dresses each model or 'bond girl' could arrive in their matching style getaway car see the premiere, walk the carpet and then leave in their car heading straight to a casino where the industry guests are awaiting the show.
Finally for a swimwear or summer collection the guests could all be sat in deck chairs along the beach as models individually emerge from beach huts, come straight from the sea, get up from sunbathing or even bring a fresh ice cream from the truck and walk up and down the shore displaying their outfit in a setting in which they would be actually worn.
All of these ideas for events still include the idea of a catwalk and with the focus being on the display of the clothes but each done in a completely unique manor, gaining not only publicity but also making their products stand out for what they are intended to be worn for. I believe this concept has the potential to transform fashion weeks into an event like no other and perhaps even interesting other industries who wish to sponsor an event that could link well with their collection.
St.
Comments