Models on the jetty
Form and function of the fashion show today
After several months of preparation in the bubble of the studio, clothes suddenly come to life in the public sphere and transform into a desirable object/image in the frenetic atmosphere of the fashion show. The main parameters of fashion shows, with their models, catwalks, looks and music have hardly changed since these came into being at the beginning of the 20th century. However, the history of the genre boasts a few acts of bravery as seen in Thierry Mugler’s grand, mainstream shows, Alexander McQueen’s dramaturgy and John Galliano’s exuberance. Faced with the pressures of a sustainable fashion model and the digital industry, which have challenged the rhythm of collections as well as the way fashion images are consumed, such major productions seem like a thing of the past. Aude Fellay has interviewed several designers for this special feature dedicated to the issues facing contemporary fashion shows. Although they all condemn the industry’s overproduction and the image effects, at the expense of the clothes, that surround fashion shows, they nevertheless remain essentially convinced of the relevance of this model as a means to share a brand’s vision. Featuring a presentation of scenography projects from HEAD – Genève’s Department of Interior Architecture for the school’s 2019 fashion show and an aside written by Ambroise Tièche about the word of mouth which a fashion show triggers with specialists and laypersons, this special feature addresses a model that is more than willing to reinvent itself.