How should designers show their collections? Should they display the intricate quality of their work or create buzz around an event to highlight their overall output? Is a traditional uber-show, like Burberry's, the answer? Or, should everyone be brought together to mingle and participate in a more intimate setting?
At New York Fashion Week SS16, Givenchy gave away 800 tickets to the public to see it's traditional runway show. This was to coincide with the opening of it's boutique in the city. Tickets went rapidly. It was primarily a women's wear show, but menswear was also displayed. Givenchy tested the market and it's customers are very interested.
At London Fashion Week SS16, the British Fashion Council, brands, sponsors and PR companies made a concerted effort to develop a more diverse programme of side-events, talks, pop-ups, presentations and film showings. Neighbouring shopping districts offered discounts, themed events and special shopping experiences. Louis Vuitton opened it's Series 3 Exhibition #LVSeries3 in London, during fashion week, focussing on its AW15/16 women's wear collection.
In Alexa Chung's video series "The Future of Fashion" for British Vogue, she asks British designer Molly Goddard what she thinks about the expectation, pressure and affordability of traditional fashion shows for new designers. Goddard prefers presentations and installations. She wants to create something to look at, yes, but also something for her guests to interact with. Less cost. Less stress.
In menswear, Thomas Pink, Superdry, Alfred Dunhill, Mr Hare and Paul Smith are brands that have utilised the presentation-with-participation model, to great effect, at London Collections Men (#LCM).
Above are images from Givenchy SS16 Show at New York Fashion Week and Thomas Pink SS16 Presentation at London Collections Men.
In Alexa Chung's video series "The Future of Fashion" for British Vogue, she asks British designer Molly Goddard what she thinks about the expectation, pressure and affordability of traditional fashion shows for new designers. Goddard prefers presentations and installations. She wants to create something to look at, yes, but also something for her guests to interact with. Less cost. Less stress.
In menswear, Thomas Pink, Superdry, Alfred Dunhill, Mr Hare and Paul Smith are brands that have utilised the presentation-with-participation model, to great effect, at London Collections Men (#LCM).
Above are images from Givenchy SS16 Show at New York Fashion Week and Thomas Pink SS16 Presentation at London Collections Men.
Nic Horne (NH)
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