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Fashion Week – When the great luxury houses are revolutionizing the podium

Published on 24th March 2014

How can we define a fashion show these days? Does it mean the same thing it did 50 years ago or has this concept become more unexpected, more modern, more technological and more creative? Let’s do a retrospective and analyze this aspect more clearly!

The concept of fashion shows has existed for several decades and more precisely since the 19th century, when the designer Charles Frederick Worth, one of the pioneers of Haute Couture decided to organize the first fashion show in history by hiring real models to wear his collections and making themwalk in prestigious salons. This is where the story begins.

Later on, other designers such as Yves Saint Laurent would tackle the concept by exploring new avenues to make the fashion shows ever more prestigious and original in order to showcase their collections in the most brilliant way possible, so that these could make a lasting impression. After all, isn’t this the purpose of a fashion show?

It was in the 1970s that the Fashion Week was introduced in Paris for the first time. And this is how we came to identify nowadays more than 140 Fashion Weeks around the world, including those of Hong Kong, Barcelona, Stockholm or Bombay. These “Fashion Weeks” that occur with each collection in the year are a way for the designers to dazzle and create a buzz and it is for this reason that we observe today a real trend in the dramatization of these events.

The last Fashion Week in February and March 2014 did not fail to amaze the “fashion crowd” by its increasingly creative and original scenography. A notable brandto have dared implementing innovation and which surely made a difference on the Fashion Week scene is Fendi, who recently presented their Autumn-Winter 2014 collection, designed by Karl Lagerfeld in Milan. The house, known for its innovation and creativity, managed to surprise its guests with the presence of three drones whirring above the podium to film the show from all angles and allow the livestreaming. “These drones allow us once again to be pioneers and project ourselves into the future”, said Pietro Beccari, president of Fendi. The aim of the brand was therefore not only to provide access to a wide e-audience, but also to proclaim and position itself as a pioneer in this digital approach, which, as ithas well understood, will increasingly be used by designers in the future.

Kenzo also took the high road during the presentation of their Autumn-Winter 2014 women collection in Paris. The brand used the cinematograph David Lynch to build an extraordinary universe. The scenography had accents of strangeness and cynicism while remaining very colorful with the main element of the podium being a giant sculpture of a cryingbaby. The brand played with lights, sounds and patterns to make its audience vibrate throughout the show.

Another greatly awaited fashion week show was that created by Karl Lagerfeld, who this year produced a supermarket decor to present his latest Autumn-Winter 2014 collection in Paris. The Grand Palais was transformed for the time of the show by accommodating real supermarket isles and carrying different products marked Chanel: mineral water, tissue packages, cans etc. The show, although causing mixed opinions, had the merit of creating a buzz, which was exactly the effect desired by the designer.

In the “Fast Food” department, we also have Moschino, whose American designer Jeremy Scoot had the provocative idea totransform the logo of the famous McDonald’s and feature it oncreative and humorous ready-to-wear pieces. A collection reminding the audience of SpongeBob has also been created. The brand gave its guests the opportunity to purchase almost immediately a part of its collection on-line, another major initiative taken by the creator.

On another continent, in New York, Alexander Wang was the talk of the Fashion Week with hisfuturisticallydecoratedfashion show in Brooklyn, as well as his androgynous models and his collection of ready-to-wear sensitive to heat that changed colors under the spotlight. He left his spectatorsconquered and impressed, reminding us above all that he is a fashion”avant-garde”, as evidenced by most of its collections.

This last Fashion Week has brought a lot ofnovelty to the delight of the fashion victims. The innovation and creativity of major designers lead us to believe that the evolution has started. Technological innovations, futuristic set designs, insane decorations, what will be the next buzz and especially WHO will be the next buzz? We look forward to seeing you in September to find out …

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