Fashion and luxury brands have undergone a significant transformation when it comes to their approach to catwalk shows. These shows have evolved from being professional-oriented events to media spectacles designed to captivate a wider audience, including consumers. Fashion Weeks, in particular, have become the prime time for brands to make a lasting impact, garnering attention and creating buzz.
The recent women’s ready-to-wear SS23 Fashion Weeks held in Paris, Milan, New York, and London were record-breaking in terms of media impact value, totaling an impressive $938.4 million. Luxury houses focused on creating iconic and culturally significant moments that resonate beyond the typical industry cycles. To achieve this, brands have increasingly turned to influencers and celebrities to enhance the overall experience of their shows. The aim is to engage an online audience through the spectacle of the event.
What makes this trend even more surprising is that it is happening within a post-pandemic era where authenticity and sustainability are highly valued. Despite this, fashion weeks continue to generate excitement and are prioritizing the ability to attract attention and create viral moments. Key strategies for standing out include selecting the right location, creating a unique staging concept, or involving influential personalities. For example, Balenciaga made headlines with a show featuring models resembling war refugees walking through mud, while Gucci showcased a grandiose double show with models interacting with their twins beyond a dividing wall.
Digitalization has played a crucial role in democratizing fashion shows, allowing smaller brands to reach a wider audience and gain recognition. To capture attention in a highly competitive landscape, brands are increasingly relying on unique and original ideas. An example of this is Coperni’s spray-painted dress finale on Bella Hadid, reminiscent of a moment from Alexander McQueen’s iconic show two decades ago. This generated a social media frenzy and an estimated Media Impact Value of $26.3 million in just 48 hours.
Influencers and celebrities have also significantly contributed to increasing brand visibility and media coverage. Brands that are associated with high-profile figures, such as Kim Kardashian, benefit from their immense social media followings and the potential to reach a vast audience. Collaborations with influencers create a constant buzz before, during, and after the event, extending the brand’s exposure beyond the duration of the show.
The primary purpose of fashion shows has shifted from simply showcasing products to conveying key messages and values that align with the brand’s storytelling. Fashion shows now serve as opportunities to generate interest, cultivate a loyal following, and stimulate purchase intentions. The impact extends not only to consumers but also to retailers who are attracted to engage with the brand and place orders.
In summary, fashion and luxury brands are fully embracing the new era of catwalk shows by prioritizing spectacle, engagement, and the creation of viral moments. As the industry continues to evolve, brands face the challenge of finding innovative ways to capture attention in an increasingly crowded digital landscape. However, with the right strategies and original ideas, fashion shows have the potential to transform brands and generate significant media impact and consumer engagement.
Useful links:
1. Vogue Fashion Shows
2. Business of Fashion – News Bites
