The location was great, what about the clothes?
The classical platform runway in an empty space was the form of presenting clothes as we know, but now the world is the runway.
From Chateaus to Bridges, location seems to be one of and if not the most important part of the creative directors vision for storytelling for their collection. The location and the atmosphere attributes to what will be said about the designer’s assemblance of clothing after the audience will walk out. It may be that the location is the inspiration for the garments.
Where the collection is presented attempts to demonstrate that these clothes can be worn in there and here. Usually depends on the collection the creative director will chose if the venue should be the wow effect or they should minimise it. The efforts go to location accessorising the clothing, and in some cases the venue can outshine the clothes. The background (location) became the foreground in some sense.
The legendary designer, Virgil Abloh knew the prioritisation of the the background for a given product. From Virgil’s website FREE GAME on “how to make a brand“ he says, “If I put this candle in an all white gallery space it looks like a piece of art. If I put it online in a garage. It looks like a piece of trash.” He later proceeds to say “I could either design the candle and spend a lot of time like telling about the candle or I can just design the room and that it sits in.”
In summary, declaring that there’s a greater importance in designing the space around the product shown. It’s very much applicable to fashion shows, where creative directors can focus on the space for the show rather than doing too much with the clothing designs.
Great location=great pictures for Instagram.
Let’s not lie and mention the fact that many of our lives revolve around social media and posting pictures. Influencer gives a great deal of exposure for the designers. It’s a somewhat free marketing. The phone camera can not pickup the outstanding fabric that was manufactured in Italy and is made artisanally. Nevertheless, it can pick up models on a runway walking with a view of the Eiffel Tower.
Show Photo Credits: Jacquemus, Valentino, Louis Vuitton, Rick Owens, Saint Laurent, Dior, Stella Mccartney, Off-White
