By Jenna BlackWith new technologies and many young designers joining the fashion industry, it is no surprise that the traditional runway show is evolving. No longer are we graced with a simple runway show, where the models walk down a straight catwalk to some background music, turn and walk back. Now, there are short films, off-site locations, live video streaming and uniquely designed runways, all in an effort for the designer to stand out and branch away from tradition.
The Entertainment Factor
At this year’s RAFW, young Australian designers brought a whole new level of entertainment to the runway. Kaftan queen Camilla opened her show with a film excerpt from Avatar, accompanied by two models dressed head to toe as Navi that lurked out into the audience. Dion Lee chose to reveal his show on the steps of the Sydney Opera House, illuminated by beautiful purple lighting. Other designers used performance pieces in their shows, from a duet singing to a reinterpretation of the Grim Reaper.
The scale only increases in Europe where high end designers go to all extremes to provide something unique for their audience. Who could forget Alexander McQueen’s Spring 2010 runway show in Paris, which involved projection screens and visuals that took the audience into the underwater world he created in his designs.
The Digital Runway
The world of fashion week is no longer restricted to the media industry, with many designers live streaming their shows straight off the runway and into the bedrooms and onto the phones of fashion lovers around the globe. Many designers have jumped on board this new trend including Oscar de la Renta, Armani and Burberry. For many brands, live streaming poses the problem of the collection being viewed before we are able to buy. We love it though, because it means we can start saving up for a piece that we love, and who wants to miss out on the action live?
Location, location, location!
As we have seen at RAFW, many designers are seeking off-site locations to hold their shows, away from the traditional over-used runway provided at each fashion week. Alex Perry and Ksubi were amongst the designers who chose off-site at this year’s RAFW, and the buzz and excitement surrounding each performance was immense!
In Paris earlier this year, the famous Caroussel de Louvre closed down, which was constructed 16 years ago for the purpose of runway shows. Why? Designers are looking for more contemporary settings, like the popular Grand Palais, which has seen a turn away from tradition and into the modern.
What is the future of runway?
With so much competition in the fashion industry, it’s no surprise that designers are seeking new and extravagant ways to capture the media’s attention. Designers are either going to extremes with off-site locations, and performance pieces, or instead they are pulling out of fashion week altogether due to the large costs involved. Luxury label Givenchy, have done just that, with their recent announcement to cancel all future runway shows in replacement for private showings.
Whilst the runway will never disappear from fashion forever, it is changing, and the strong push of digital technology is allowing exciting new ways for designers to reveal their work to the entire world.
Image source: style.com
