Fashion shows started around 1900 with designers inviting their best customers into their studio to show off their newest collection. There was no press involved and it was only to sell the pieces to the customers in the room. It then evolved into celebrities being invited and a little amount of press at these events. Now it has turned into a spectacle where designers are changing what it means to be a fashion show. With the presence of social media in our lives, fashion shows have become a global event, and their creators are constantly trying to “one-up” each other and gain the most media attention.
Victoria Secret Fashion Shows
Though these shows were problematic in many ways, they were truly the first of their kind. It started in the Plaza hotel in 1995, then moved to the Cannes Film Festival and finally landed in large spectacular shows in metropolitan cities. The fashion show focused on their models, called “Angels,” and all the accessories to compliment the lingerie, which included the iconic wings. The show always had the most popular models of the time and incorporated huge performers throughout different segments of the show. The show grew to be a one-and-a-half-hour TV program, complete with different segments devoted to different themes, behind-the-scenes footage, and the fantasy bra. Every year a special angel would get the opportunity to wear a bra worth millions, due to the jewels encrusted on it, and walk down the runway. Videos were released in the weeks prior detailing the casting, design, and logistical process, which always made the viewer feel like they were a part of the show. My favorite aspect of the show was the fact that the models looked like they were having fun. They were encouraged to show their personality and smile, which is a rarity in the fashion world. However, the show became about everything besides the lingerie. It played with every guy’s perfect fantasy and soon became outdated because women were truly their biggest market. Even though this show is quite controversial, they commercialized fashion shows and made the public feel included.
Chanel Set Design
The Chanel see designs are truly something that incredible. Their fashion show, which is usually housed in the Le Grand Palais, boasts over-the-top set designs that bring you into the world of Chanel. They have created everything from a full Chanel supermarket to an airport and beach. I honestly lose focus with the clothing and am completely invested in the set design. Watch the video below to see all the incredible sets over the years.
Balenciaga x Simpsons
Balenciaga took a very unique approach to fashion shows, by not having one at all. Instead of a traditional fashion show, the house screened an episode of the classic TV show “The Simpsons.” The episode now has over 5 million views on YouTube and has garnered an immense amount of positive press. The episode featured some of the most iconic pieces from the brand, but to showcase their new pieces, they had the attendants wear them to the show, and the images taken by the press are what they used to advertise the outfits. Vogue Runway reports, “The regular fashion show audience was seated inside the Théâtre du Châtelet at 8 p.m., watching a big-screen live stream of the red carpet arrivals going on in a tent outside. Soon, it was clear that everyone was in on the joke: The familiar Balenciaga tribe of Demna’s house models, lining up to pose in character as celebrities; actual celebrities lining up to pose as models; celebrity models posing as celebrity models. Cardi B and Offset! Lewis Hamilton! Dev Hynes! Naomi! Amber! Ella Emhoff! Mark Tuan! Elliot Page! Isabelle Huppert! Live TV camera feeds zoomed in on faces, raked outfits, shoes, spiky boots, jewelry and bags. Paparazzi bayed orders. Handlers moved people on in a perfectly performed real-not-real control of lens-hoggers.”
Balmain Festival
This was creative director Olivier Rousting’s 10 year anniversary with the brand, and the brand celebrated him in the way that he deserves. The event was held at an arena where the fashion show took place as well as a concert with artists like Doja Cat and Franz Ferdinand. Icons like Carla Bruni and Naomi Campbell graced the runway, and the who’s who of the industry were also invited to attend. For the very first time, fans were allowed to attend the concert and fashion show, which is something you rarely see occurring at fashion week. Regarding why he wanted fans at his Balmain Fesitval, Rousting said, “During my ten years at the house, my team and I have seamlessly woven music and fashion together, season after season,” (Olivier Rousting, Balmain). I loved the idea of including the fans in the show and making them feel welcome because, at the end of the day, they are the ones who buy the clothing.
Moschino Doll Fashion Show
The Moschino Spring/Summer show of 2021 was during peak COVID, and designers were trying the figure out the best way to showcase their new collection. I think Jeremy Scott, Moschni creative director, totally won this fashion season because of his genius take on a fashion show. He had puppet dolls dressed in the new collection and they walked down the runway with famous celebrities in the audience like Anna Wintour. Scott mentioned that this show was even harder than his other shows because he made tiny versions of the clothes and put them on inanimate objects. I highly recommend you check out the video below to see how cool the show really was.
I can truly keep writing about the incredible fashion shows that were painstakingly created to best immerse the audience into each theme. Fashion shows present the outfits in movement and inspire the consumer to wear them. Without fashion shows, the fashion world would truly not be whole.
