Fashion is ever-changing and it remains a significant part of the culture every decade. This is partly because you get to showcase your personal style, which is often linked to current trends. What’s interesting about the fashion world is that some fashion shows are incredibly bizarre. If you’ve ever watched a fashion show, you might have wondered if anyone ever wears the odd clothes worn on the runway. It seems more practical for a runway to include clothing that you can buy in a store. How come this doesn’t happen?
What you may not know is that there are different kinds of fashion shows. Some shows are considered ‘high fashion’ or ‘haute couture’ and other shows are considered ‘ready-to-wear’ or ‘prêt-à-porter.’ In fact, ready-to-wear shows occur annually just like high fashion shows. If you ever attend a ready-to-wear show, you’ll see what is likely to be in retail stores the following season. Sometimes minor alterations are made to enhance the appearance of the models, but the pieces are close to what will be sold in stores. Unfortunately, these shows don’t receive the same level of media attention as high fashion shows.
There is another key reason for haute couture fashion shows; publicity! Simply put, designers see fashion shows as affordable advertising. By sending an outlandish outfit down the runway, designers garner a lot of attention that’s far-reaching and allows them to showcase their body of work. Despite the fact that some fashion shows can be costly, they remain less expensive than advertising. This tactic is much like the way in which some musicians garner attention. Most people won’t ever forget about Lady Gaga’s meat dress, but more importantly, they won’t ever forget about Lady Gaga. This is partly because of her wardrobe, which is second to her amazing voice. She’s not alone, there have been many other talented artists that used their wardrobe to garner attention, like David Bowie.
Another purpose for haute couture fashion shows is to allow designers to showcase their talent. This enables them to truly get creative in the use of different fabrics. It’s a great way for new designers to show off their individuality. Notably, while the exact designs worn in a haute couture fashion show won’t be found in stores, they definitely influence fashion in stores. For instance, the clothes in stores often consist of the same color palette and silhouette.
Some of the most popular trends that you see people wearing in cities around the world first hit the scene in a haute couture fashion show. Skinny jeans and mom jeans are perfect examples. While the designs on the runway seemed ridiculous, the versions that hit retail stores became incredibly popular. The idea of using a concept on the runway that’s later mass-produced in a more toned down version isn’t specific to fashion. In fact, the same thing happens in the car industry. Elements of concept cars are often used in future models.
What’s seems ridiculous as a concept can be quite effective at drawing the attention needed to eventually reach the masses.
