In Fashion, Shows for Brands Rather Than Newest Lines May Be the Answer
If fashion is moving away from seasons and schedules, where does that leave the fashion show?
What used to be a first-look for buyers, editors and top-tier clients has been pushing up against pure spectacle for some time. Last October, Fendi shunned the tents and used the Great Wall of China for their catwalk at a cost of approximately $10MM.
Potentially, shows could become brand-centric showcases, rather than product-driven events. Parties, concert tours, installations or hybrid commerce/event formats connect more viscerally with audiences — including a wider range of customers. Shifting the focus from product to brand would also create continuity from season to season while giving designers more creative freedom to set context around their work. The Chanel Mobile Art project, currently in Tokyo, begins to explore this idea: it’s a collection of art commissioned by Chanel inspired by the iconic “2.55” quilted handbag and housed in a Zaha-Hadid designed portable exhibition pod.