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The best fashion shows can bring physical and virtual audiences into a different universe, bringing the precious works of designers to life on a model within a set created to tell the story of that collection.
The concept of fashion shows was developed before a runway show with models wearing clothes. Fashion used to be advertised only on mannequins with no movement or show how the clothes looked on human body. Customers have to imagine what that dress would look like from an immobile mannequin.
Eventually, the first fashion parade began in 1860, with real models wearing clothes. Customers can see the rhythm and movement of the clothes, bringing the design to life. The emergence of fashion shows by fashion ancestors led to today’s runway.
The fashion show took place in 1860 in Paris when Charles Frederick Worth, a designer, changed from a mannequin to a real model. He hired young women to wear his collection, including his wife Marie Augustine Vernet, who is the world’s first fashion model.
The early fashion parades were small activities, unlike today’s big shows. They were simple presentations with no music, set designs, or special effects, but these parades were the starting point for modern fashion shows.
Study Case: Lady Duff Gordon – Lucy Christiana, Lady Duff-Gordon
Known as Lucille, she is also a pioneer in fashion design and is one of the first to launch a fashion show featuring performance elements such as a stage with scenes, music, special lighting, and posed models.
Her performance changed the fashion show from a costume presentation to a theatrical performance. Lady Duff-Gordon opened her collection at her store in Hanover Square, London, for invited audiences only.
Study Case: Paul Poiret
In the early 20th century, Paul Poiret, a French designer, experimented with fashion shows as well. He pioneered luxurious design and events, as well as organizing sophisticated balls to show his work. Poiret knows the power of social marketing and uses it to promote his fashion.
Study Case: Coco Chanel Gabrielle “Coco” Chanel
The French designer who founded Chanel used a fashion show in her apartment in Paris to showcase new works. She is known for using unprecedented materials in women’s fashion, such as yachts and boat pants.
Fashion Week is a week-long event, with many designers presenting a new collection on the runway. Famous fashion week events are held in four major fashion cities: New York, London, Milan, and Paris.
The official fashion week began in 1943 named ‘Press Week’ Due to World War II, the Paris show was canceled. American fashion media could not enter France, so it turned to New York City Press Week, which became Fashion Week.
Paul Poiret was considered the ‘King of Fashion’ in the 1910s. He changed the fashion path with his design photography for Art & Décoration magazine, the first modern fashion photography.
The concept of supermodels emerged when models began receiving large beauty contracts that made their faces appear in magazines, billboards, and on Runway. Evelyn Nesbit was the first supermodel in the early 20th century, while Lesley Hornby (Twicky) and Janice Dickinson were examples of supermodels in the 60s and 70s.
From presenting fashion on mannequins for customers to launching a fashion parade featuring real models, today’s runway fashion show took place in Paris’ luxurious ballroom around 1910 and was created by early pioneers’ thought independence.
From Charles Worth, Paul Poiret, and Yves Saint Laurent, we can trace the roots of fashion celebrities from the past. Without them, it may be said that we might not have Miuccia Prada, Rei Kawakubo, John Galliano, or any other famous designer.
Throughout history, we’ve gradually come up with ideas for designing things that not only clothes that go on the show but also the atmosphere and audiences, and even choose what is appropriate for the design of the costumes and surrounding accessories. The developments also reflect the determination to develop things to make them fresh in both thinking and doing processes.
References from
vogue / kinnu.xyz / harpersbazaar / en.wikipedia
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