High fashion often causes genuine surprise or even shock among unprepared viewers. But bohemians and journalists do not miss these shows. The fashion industry has changed, and with it the rules of the “game”. Today I will tell you why fashion shows are held in 2020.
How it was before
It's no secret thatOMost of the “exhibits” from the shows were never intended to be worn. Not just everyday, but for anyone in general. Their main goal was precisely that shock of the uninitiated. This was an opportunity to attract attention and raise the price of the brand. Of course, strange outfits sold. However, only to be part of an expensive exhibition collection.
Besides, then and now there were quite strict rules for entering the world of “high fashion”. For example, there is such a thing as “pret-a-porter”. That is, clothes that can be worn right away—everyday ones. For creating collections of this type, some fashion designers were deprived of membership in the “high fashion” circle.This means that the shows were originally created as entertainment, and not as something practical.
What's happening now
At first glance, nothing has changed in recent years. Designers still need certificates, the outfits are still wild and clearly not intended for everyday wear. However, a deeper analysis reveals an interesting picture.
Naturally, some fashion houses shock only for the sake of profit. The show brings them fame and creates the notorious “hype”. Haute couture products attract the attention of the press and television. This is how the brand is promoted and becomes recognizable. But lately, more and more designers are using shows for a different purpose. It is important for them to convey the idea to the public.
Music, styling, direction of the show and its certain elements - all this works as if in a movie, to present the “plot”. But the story may be different. For example, about saving the world from plastic waste by creating clothes from recycled bottles. Everyday sneakers made of this material cannot be distinguished from ordinary ones by appearance. But crazy alien outfits shine on the catwalk, drawing everyone's attention to the problem.
In addition, lately the fashion world has been moving further and further away from the principle “impractical, but beautiful.” The chance of falling from the “height” of wearing comfortable clothes at a show is becoming less and less. The couturier has the opportunity to demonstrate his creative ideas. These ideas are then implemented when creating collections for everyday wear. And after the shocking display, people will accept more down-to-earth models with a new feature much more easily.
Is this creativity true?
Each collection requires time and money to create.And this is far from a thoughtless process in the style of “how can I stand out so that everyone is stunned.” The whole action is quite a labor-intensive task. There are even certain selection criteria for each fashion designer.
For example, his products must be more than 70% handmade. These can be elements such as embroidery, decor, lace, feathers, buttons, precious or semi-precious stones. Such details leave their mark on each model from the collection. So those things that shine at the shows are by no means soulless projects. Fashion designers really pore over each of them.
@AP News
As long as haute couture collections are in demand, the shocking fashion will continue. Such products are no longer just a way to attract attention to the brand. This is self-expression and an opportunity to rub the public’s nose into global problems. Even if in such an unusual way.
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