General Fashion Week Playbook
Over several decades, the fashion industry has evolved in so many ways.
The female silhouette has transformed from lung crushing corsets and victorian buns from the 19th century, all the way to genderless streetstyle and avante garde designs.
Brands have progressed in their method of designing, yet ever since the first catwalk show by Lady Duff Gordon in 1901, the only runway innovations presented have been in the context of event design. Designers and brands had decided to keep the mediums of runway shows and video promotions completely separated.
Runway shows are so 2019
If we normalize sustainability, why is the mass waste of a fashion show not considered as a drastic factor taking part in unnecessary waste?
After seeing most daily activity turn to the remote medium, why is a runway show one of the only things left behind for deep discussion and debate?
Just because something from the past was so universally enjoyed, doesn't mean it's required to stay and be the exception to a painfully corrupted system.
Let's do like COVID and make some industry variants of our own, one that doesn't need a vaccination.
Fashion premiered through short films
We are in a society where creative innovation is crucial for not only progressing as a population, but for general survival.
Aside from the world of technology, the fashion industry hosts some of the most innovative and open-minded thinkers of our lifetime.
There is no satisfaction in sedimentary and placid thinking, consistent change is expected and embraced.
So why have we suddenly decided to halt our experiments here, at a time where it is most vital for the progression of an industry.
Designers are already starting to introduce a new method and medium of presenting their designs and ‘other worldly’ collections.
It is hoped that we are now entering a new industry era of fashion trailers. Short films produced to showcase a designer's newest collection in a way that emphasizes the brand image and what future the consumer should be expecting.
Many are hesitant of this idea. Embracing it will be the test that shows the true lovers of design and creativity, not just the ones who gain followers and views from attending runway shows and events.
The designers who want to contribute to the change of an industry will be open to the concept of independently watching a film of the newest fashion ideal from multiple perspectives, and doing so without a camera shoved in their face watching their every reaction.
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