Changing Dynamics of Fashion Shows

The charms and harms of fashion shows.

- Samriti Dhatwalia

If one types the fashion shows on Google, we see that they are defined as Wasteful, Exhausting and Disorganised. But somewhere movies like The Devil Wears Prada, Coco Before Channel, Fashion, Phantom Thread, create a love for fashion in each one of us. The famous Emily Blunt's dialogue from The Devil Wears Prada, “You sold your soul to the devil, when you wore your first pair of Jimmy Choo, I saw it”.

This dialogue shows that everyone likes fashion and brands along with how accessories can be used to represent an individual’s personality. Well that was fashion, and the 80s and 90s were glamorised with these shows and glossy magazines were the charm of the period.

Earlier the purpose of these fashion shows was for the buyer to make a decision on what pieces they should be purchasing the next season.

Brands loved these fashion shows as it helped them in building relationships with journalists, get wider press coverage, and collaborate with traditional print/ media advertisers.

But with this dynamic transformation of the fashion industry, various trends indicate a move towards sustainability, inclusivity, and the integration of technology, influencing both design and consumer behaviour. Today fashion speaks a different language and it operates differently.

The Beyonce Strategy

But one wonders, if these fashion shows did not exist in the first place, would brands, or sellers would even try to go for these shows. Today brands and designers adopt the Beyonce Strategy. The “Beyonce strategy” is increasingly becoming the norm for luxury brands.