FASHION PRESENTATIONS VS RUNWAY SHOWS
WE DEBATE THE FUTURE OF THE CATWALK AGAINST THE PRESENTATION
Lately, high-fashion cavalcade was an unstoppable, fun ride. Perhaps, it is about time to take a momentary break from runway shows and start observing fashion presentations?
Indeed, it’s a good subject for an ongoing debate. Menswear shows are not the only ones providing plenty of intrigue well ahead of the season.
Static fashion presentations have evidently remained a significant influence on the prêt-a-porter market.
Quite a few famous labels, including Paul Smith, Nicole Farhi, Pringle of Scotland, alongside Trussardi and Tom Ford have massively and simultaneously outgrown the runway format.
Presentations largely equal the expected value, challenging guest’s visual and tactile perception, as well as allowing clothes to be witnessed up-close for several hours.
Although we still can’t miss a good old-fashion runway show - a glitzy model parade paired with twinkling lights is extremely mesmerizing.
Multi-brand presentations became no less extravagant than the couture shows. It can often be hard to tell the difference between elusive showroom displays and the theatrical spectacles on the catwalk.
the runway can often mislead or distract the relevant audience from the fabrics, patterns and design - living in the time of "bling" ostentation and excessive showiness, it totally makes sense to focus on a presentation showcase for brands.
Everlasting questions include: how to consider choices to sustain competitive presentations and to successfully promote them without spending two-ton moneybags and exploiting manpower battalions? It’s never too late to master the runway genre, don’t you think so?