Transformation of the Traditional Runway: Presentation is everything

In a world where fashion is constantly evolving, it should not come as a surprise that the presentation of these clothes is changing as well. Usually, when thinking of how designers showcase their new collections, one pictures the standard fashion week—white tents, photographers and stone-faced models strutting the runways. As the number of shows increase —this year at Bryant Park Fashion Week, 257 shows competed for attention—more designers are turning to less conventional ways to show their designs.

This week, I searched the blogoshere for new ways in which designers have reinvented the standard runway show. Below are the links to two interesting posts I came across and my responses regarding the new direction runway is heading. Designer Karl Lagerfield acted on the belief that bigger is always better, and took runway fashion to new heights when he showed his Asian-inspired Fendi collection on The Great Wall of China (seen below). Target also believes tented shows as a thing of the past and is attempting to capture the futuristic element of fashion. In a bold and untraditional move, Target is showing the new collections of their collaborating designers in a virtual runway show, set to take place in Grand Central Station this November. In both of these examples, designers capitalize on the added level of impact a show has when the designs and the presentation are cohesive.

Great Wall of Fendi

This is a perfect example of how there are no limits to a designer’s creativity. Karl Lagerfield looked beyond just the designs of the clothing and saw that a greater impact could come from the presentation. The show was especially powerful because the designs were inspired by Asian aesthetic and they were shown on top of China’s greatest monument, The Great Wall of China. Actress and guest of the Fendi show, Thadie Newton describes the occasion perfectly, saying “You could see all of Karl's inspiration in the way he designed the clothes—the beautiful spheres, the belt that was reminiscent of the actual construction of the wall. It was all there, so I felt like it was Fendi's gift back to China.” China has been a rising economic and political force, so it makes sense that the fashion world is starting to take notice as well. While a production of this magnitude generates media attention from around the globe, only a designer as respected as Karl Lagerfield or a design house as respected as Fendi could pull something of this scale off. The thought of using a historical monument can be, at first thought, a bit disrespectful, but the prestige and good press a brand like Fendi brings could actually benefit people’s perception of China as a whole. Fashion brings a sort of glamour and allure to a country like China, which has never been a desired destination in the past. It could be a step towards re-branding the countries image.

Target Creates Runway Illusion

For Target, which has a history of constantly reinventing themselves by collaborating with high fashion designers, the virtual runway shows are proof of how important they feel it is to stay ahead of the other retail competition. Doing something as futuristic as a 3-D fashion show is guaranteed to generate media attention, whether or not the show is a success. I also found it fitting for target, a brand of the everyday American, to choose a high-traffic, urban commuting zone like Grand Central Station. It takes the elitism out of the normal runway shows and brings fashion directly to the people. Target, a discount store, has always prided itself on good quality at a reasonable price, and the hologram runway show serves to further their brand image. They are ahead of their competition, but still a brand for the masses. It is too soon to tell how the fashion world will perceive this show but this could be a step in the direction of fashion’s future.