Originally, designers held runway shows exclusively for the buyers of major stores. It was the ultimate in showcasing merchandise intended for sale. Over the past 20 or so years, in particular, fashion weeks have been about just about everything BUT the buyers.
Established couture houses still focus on buyers, along with magazine editors and celebrities – although some like Chanel, Burberry and Louis Vuitton have turned runway shows into full-blown spectacles. Emerging brands, however, scramble to get fashion bloggers, magazine editors and key influencers in the audience. This helps raise their profile and get on the radar of fashionistas everywhere. In this regard, fashion weeks are a pivotal time in a designer’s year.
So what does this mean for the average consumer?
Fashion shows offer a glimpse into the luxury world and foretell trends of the coming seasons. They inspire us to constantly evolve and shift our own senses of personal style to keep things fresh. And they showcase the artistry that is fashion; albeit unwearable, it is a fingerprint of our times.
So grab the popcorn and log into livestreaming shows. It’s ok to dream a little, too.