THE SHOW IS ON THE RUNWAY

We´re in the middle of the fashion show season, the big fashion capitals (New York, London, Milan and Paris) are currently hosting the proposals of their designers and brands for the F / W 20-21 season.

Around these cities, like every season, four runway sessions take place only for women's fashion: Summer Haute Couture in January, Ready to Wear Fall / Winter in March, Winter Haute Couture in July and Ready to Wear Sripng / Summer in September. A great expectation is generated around them from media all over the world and from interested in seeing these proposals. Fashion industry, therefore, during these days of runways, contributes to the increase in spending and consumption in these cities, which they see as their income in the catering, transport and commerce sector is increased by a large flow of people that comes to this fashion system call. Therefore, what is behind every runway? How important is a runway or what impact can it have for a brand and its environment?

Both in my stage as a fashion student, and now, that I´m a designer, in my close environment (and oblivious to fashion) the same issue has always been resonating, and the conversation always begins in the same way: “I really don´t understand fashion shows. Why do designers present such rare dresses, if that is not sold in stores later? We don't go down the street with those weird things. ” I always get a smile on my face, but it´s true that if you don´t know how the fashion industry works, is quite incomprehensible. From this idea, this post was born, explaining the reason of a runway and why the show is on the runway.

In English, runway is called "show"and it isn´t an accident this name. Runways are a media show, a circus in which each brand has its own figures. Runways, therefore, intend to attract attention, to talk about, for everyone to notice a fashion brand. For this reason, there´s a chasm between what is shown in runways and what is proposed later to sell. What matters is not to sell that particular piece, but showing an attractive and impressive trend or image that the public will remember. These images are shown in a recurring and impressive way in fashion and media magazines 6 months later, reminding us of that desire to want to purchase an item of that brand. What counts is to generate desire in customers, because the secret of the design teams of the brands is to elaborately manageable versions of what appeared in the runway that, with that show so shocking, we can not forget.

As you read, fashion is still a powerful industry that generates a lot of economic flow wherever it moves.

I hope that now, after reading this article, when you see a runway, you can understand a little better why fashion designers design "such rare things" for a fashion show. If you liked this post you can leave your comment and share it so that more people can understand the end of a fashion show!

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