It Is More Than Just a Catwalk, It Is a Story
Fashion runway shows have always followed classic pre designed template, white floors, neutral backgrounds watched over by a pre-selected audience gazing from the sides. However, during Fashion Week SS’24 some brands decided to rip the cord and experiment with their presentations. Creating atmospheres where models not only presented beautifully the clothes but in some occasions even interact with the audience.
Photo by Fabrizzio Milazzio
Staying outside the status-quo we had Avavav, the Firenze sustainable fashion house that caters to both men and women, whom quite literally had “No Time to Design”. The show is quoted to be “a disaster that is perfect”. During the runway models come out rushing like their lives dependen on it, some had toilet paper stuck in the soles of their heel, some had to fight to keep their pants from falling apart with mascara smeared all over their eyes. A commentary on the immense pressure put on brands to create seasonal collections? Who knows, but we can agree that if you are not feeling the pressure you are doing it wrong.
It was not their first catwalk in that comedic manner, their Fall/Winter 2023 show presented pants falling off and the background wall collapsing during the designer credits. However, the concept of this is to bring all the stress that normally happens behind the scenes to the public so everyone can enjoy the mess together. The rush becomes a comedy, which then becomes a start ember; a fashion statement
Avavav is not the only brand that changed the runway template this season. Elena Velez also jumped on that train.
Her SS’24 show in New York presented us a zombie walking frenzy. The show ended with all the models falling down to the ground and frolicking on the muddy runway. The designers portrayal of what womanhood means to her “not always so picture perfect”.
Maison Margiela’s co-ed SS’24 collection had their models instead of looking nowhere and walking straight, observing everyone in their audience and walking fiercely with their backs curved like humpbacks. Such a presentation of their collection shows their artistic vision of fashion and makes you feel uncomfortable and watch every model individually rather than just what they are wearing.
All of these different runways challenge the classic runway, it gives more importance to the model presenting the piece. Every single outfit and the model tell a story and bring a whole different meaning to the collection and the brand itself. Fashion is demonstrated more than just a show/presentation but rather a tale/story that needs to be talked about and has to live on.
