Since #OOTD (Outfit of the Day) started trending on social media, runways shows have taken on a new meaning. But what viewers are witnessing right now isn’t something innovative – it’s a classic way of lifetime. From France to China, viral runway shows are invigorating what’s been done for decades, and the most current example is the W Magazine runway show. Find out why this runway show is a powerful reminder of fashion’s past.
1. Who Knew? Viral Runway Shows Are Not So New
Viral runway shows have become an exciting phenomenon since the first ones broke out in the last decade. But did you know that these extravagant presentations have been around for quite some time now? Yes, even since the 1950s.
They weren’t known as ‘virals’, of course, but the same idea of modeling for a huge audience had already created drama and excitement among audiences. Things were obviously different back then: models, musicians and celebrities weren’t tech-savvy and reachable through the internet, although they were really loved by their fans anyway.
Some of the most renowned shows during that time were held in fashion capitals such as Paris, Rome and Milan. Fashion designers truly mastered on setting the perfect scene for their collections to come to life.
Here is a list of the most memorable shows in the 1950s:
- Dior Autumn-Winter ’56
- Pierre Balmain Ready-To-Wear Autumn-Winter ’58
- Balenciaga Spring-Summer ’59
- Chanel Spring-Summer ’59
- Givenchy Haute-Couture Spring-Summer ’59
These fashion legends surely showcased not only amazing creations but also made sure to keep their high-end standards from the boxy silhouette of the 1950s to the supermodels of the ’90s.
2. A Glance into the History of Runway Shows
Runway shows have been captivating audiences throughout decades, entertaining and inspiring viewers with flashes of glamorous garments and oozing sophistication.
Tracing it back to the onset of fashion, the first runway shows can be traced to the European courts during the mid-fifteenth century, causing a sensation amongst the courtiers with displays of decadent gowns from the French monarchs. In the nineteenth century, works of the grand couturiers of the day – Charles Worth, Worth & Bobergh, Redfern – were showcased in open ballrooms and public venues. And so began the beginnings of the haute couture runway shows that we know today.
- The 20th Century
The modern runway show as we know it came into its own during the inter-war period, with the world’s leading fashion brands taking their shows to dates in over thirty cities. Qualitatively, this marked the advent of the elaborate multi-brand events, mixing both high-end couture fashion with day-wear as well as menswear.
During this time Paris was the undisputed style hub, thanks to pioneers such as Coco Chanel and Christian Dior whose work was sought after by royal families and high-society women.
But the plot began to thicken in the 1960’s, when American brands threw their names into the proverbial hat – brands like Oscar de la Renta and Halston were now usurping the generational aristocracy of their European counterparts, and so began the unification of both European and American styles – the amalgamation of two distinct looks into one.
As decades rolled by, fashion continued to evolve, propelled by the industry’s desire to become ever more inclusive and ambitious. Today, the fashion runway shows of old have been augmented by streaming technologies, allowing them to welcome an even larger audience.
Though its history may go back centuries, thus far its story appears far from over.
3. W Magazine Showcases the Secret Pasts of Runway Shows
Fashion houses often appear shrouded in mystery and cloaked in their own alluring myth. But W Magazine is determined to get behind the scenes, lift the veil, and unearth the untold stories of the runway. They’re showcasing the hidden gems, the secret pasts, and the surprises only the privileged few get to see.
From Florence to London, take a tour of runway shows gone by and step inside the exclusive inner workings known only to the direct participants. W Magazine has gathered behind-the-scenes anecdotes and secrets, chatting to models, designers, and makeup artists to bring you an authentic, enriched look at some of the world’s most exclusive catwalks.
- See a rare glimpse into the frantic atmosphere backstage.
- Hear from models who have experienced it all firsthand.
- Discover what goes on behind the scenes to create the show.
4. Find Out the Surprising Origins of Viral Runway Shows
Around the world, certain runway shows become a smashing success and blow up in popularity, becoming viral sensations. But what are the delightful, wily origins of these viral runway shows? Let’s take a peek and delve into these hidden histories!
The Chanel Spring 2018 collection, which featured unconventional bags shaped like spray cans, made headlines and earned an immense amount of media attention. Before this, however, it was the marketing stunt of the two designers behind the collection, Karl Lagerfeld and Pharrell Williams, that gained traction and helped make the collection go viral. The two held an exclusive press conference to exclusively share the concept and receive feedback. This, in turn, created a stir in the fashion community, who scrambled to learn more.
Likewise, the memorable Moschino Spring 2015 collection also had a surprisingly creative prelude. A creative collaboration between Moschino, Jeremy Scott and MTV, models donned armors and helmets that featured classics MTV logos. This unique display quickly gained media traction and help turn the show into a memorable viral sensation. By combining unexpected elements, Jeremy Scott achieved fashion explosion, a combination he said was inspired by the idea of “opposites attract”.
With the modern age of technology, viral runway shows have become more commonplace than ever before. Nevertheless, we think it’s important to keep in mind that the concept of a viral runway show is, in fact, nothing new. After all, fashion has been influencing society since the dawn of time, and with each new era, catwalks have just been a reflection of the times. After all, fashion isn’t just about trends – it’s about making a statement.
