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FASHUN POLITIKS: Is Fashion Week still necessary?
The main point of a show is for a designer to showcase their new collection to the world. In today’s world, they are also marketing and communication tools. But how relevant are these shows to a brand’s business and profit margins?
For smaller up-coming brands, showing at Fashion Week can help elevate their
platform. It can add some prestige and creditability to their brands.
Also fashion shows are rare opportunities for a designer to communicate the story of their clothes and express themselves creatively in other ways. But is that enough to keep these shows going?
“In a world that has become increasingly immediate, the current way of showing a collection four months before it is available to consumers is an antiquated idea and one that no longer makes sense,”
Tom Ford, 2016
One of the biggest criticisms of Fashion Week is the extensive lead time from when clothes are shown on the runway to when it is available to buy. the slow model no longer fits with the modern-day shopper. This encourages designers to make clothes more frequently – which saw the introduction of pre-fall and resort seasons. But is it ethical to demand designers to turn out 4+ collections a year just to meet up with customer demand?
¯\_(ツ)_/¯
Do you think Fashion Week is dying?
Do designers still need to put on a show?
Is there a better model which can replace it?
Catch Fashun Politiks every Sunday at 12pm on @guapmag Instastories.
