The fashion industry is dynamic, ever-growing and evolving. Just when you think you know what trends are here to stay, a new trend starts to emerge–and runway shows are no exception. Recently, a shift away from the traditional ’see now, buy now’ shows has been taking place, with designers wanting to explore different possibilities. In this article, we take an in-depth look at why this trend may be falling out of fashion and what implications it may have.
1. From High Fashion to “See Now, Buy Now”
In the last few weeks, the fashion industry has seen a tremendous transformation. The traditional fashion calendar and show system has been reinvented to help fashion houses present their new collections directly to consumers. In a process known as ‘See Now, Buy Now’, consumers can now purchase the season’s newest clothes and accessories as soon as they spot them on the catwalks.
The switch to ‘See Now, Buy Now’ has completely changed the way fashion shows are perceived. Rather than the exclusive events they used to be, fashion shows are now becoming live virtual shopping experiences, liberating shoppers from waiting months before they can get the new season’s range. High-end labels such as Burberry, Tom Ford and Tommy Hilfiger have all embraced the idea, with Burberry being one of the first to break the mold back in 2016.
- Watch-Now, Buy-Now has allowed high-end fashion houses to provide shoppers with new collections as soon as they spot them on the catwalk.
- The traditional fashion calendar has been replaced with live virtual shopping experiences.
- Burberry was one of the first brands to break the mold back in 2016.
2. The Decline of Runway Shows
The traditional fashion runway show is becoming less and less popular. Runway shows are large, expensive events that require copious amounts of skill and hard work to mount—not to mention all the money that goes into the clothes, models, etc. However, these events have become increasingly, well, “old fashioned.”
A new era of fashion exhibition has emerged in recent years that have usurped the traditional runway show. Social media, influencers, and digital platforms have made a huge impact on the way fashion is presented and consumed. In fact, the influence of social media and digital platforms has been so strong that fashion editors, influencers, celebrities, and other thought-leaders have chosen to bypass the runway all together.
- Social media and digital platforms have allowed fashion to be presented and consumed in many new ways.
- The traditional runway show is being replaced by influencers, celebrities, and other thought-leaders.
3. The Future of Fashion: Choose Your Own Adventure?
The future of fashion is an ongoing narrative that can be shaped by each and every one of us. By making mindful choices about our style, materials, and production, we can each create a future that prioritizes sustainability, transparency, and equitable practices.
We have the power to create a much more responsible fashion industry in the future – below are some of the choices we have to make a lasting difference:
- Invest in timeless pieces that will remain in style for years to come.
- Where possible, look for clothes produced locally.
- Shop secondhand and thrifted clothing to reduce environmental impact.
- Buy clothing that uses more sustainable materials, such as organic cotton or bamboo.
- Look for brands that are committed to ethical and transparent production practices.
By bringing awareness to our fashion choices and making conscious decisions, we can create a more responsible and sustainable future of fashion. Together, we can ensure that our fashion industry protects our environment, looks after its workers, and stays mindful of ethical practices.
4. The Rebirth of High Fashion?
From the fashion-forward runways to the fast-paced street style, the renaissance of high fashion has been making an unprecedented entrance. There are more fashion brands now than ever before, striving to make an impact beyond industry trends and norms. Here’s a look into four key points that are ensuring this revival’s success:
- High-End Labels & Affordable Options: Today there is something for everyone in the high fashion realm. Labels such as Gucci, Fendi, Balenciaga, and Yves Saint Laurent cater to those wishing to indulge in an exclusive high-end look. Consumers also have the option of purchasing more affordable versions of the same style without breaking the bank.
- Technology: The use of sophisticated technology in fashion design such as 3D printing has allowed labels to become creative. These elements have enabled designers to create more intricate pieces consumption can appreciate in their wardrobe and it’s something that’s hard to ignore. Ella Catliff recently referred to it as “The key element taken from catwalk’s to the high street in recent years”.
- Customization: Designs that can be personalized have broken the boundaries of what’s considered high fashion. Brands such as Gucci have implemented customization strategies and this has made it easier for consumers to find a look that they’ll love.
- Celebrity Collaboration: Collaborations between fashion brands and celebrities have been a growing trend. Big names from the entertainment industry such as Pharrell Williams, Bella Hadid, and Rihanna have been working with fashion labels to create unique pieces. These collaborations boost recognition and empowerment, opening up high fashion to a whole new world of possibilities.
In the end, there is no doubt that the renaissance of high fashion is here to stay. Breaking all industry trends, luxe and affordable alternatives allow consumers to take part in a look that’s truly their own. Technology, customization, and celebrity collaboration all play a big part in this revival and fashion fans everywhere are gearing up to experience it all.
We can conclude that ‘See Now, Buy Now’ runway shows may have been a fleeting fashion trend, but it has certainly left a lasting impression. Despite a resurgence of enthusiasm with more contemporary technologies, the cost and novelty of such events may no longer be justified for designers and fashion houses. But what price do we pay for our own short-term satisfaction when our industry doesn’t pay attention to it? We may still be asking ourselves this question in the future.
