As calls for the fashion industry to become increasingly ethical in practice grow thick and fast, the need to ditch current working cycles is all too apparent. One proposed way of doing so is for fashion to become seasonless, moving away from the calendar reliance of releasing a certain amount of collections. With ideas like these creating a social context we’ve never seen before, are we still in need of fashion weeks?
Why do we need fashion week?
Ultimately, the traditional fashion show does create a sense of platform. A delicate list of invitees, each showcase aims to get the right people into the right place at the right time. The practice aims to help small and independent brands claim some of the spotlight, using fashion’s calendar to get themselves noticed. As a result, a wanting and sent of cultural value is placed on a product. With the rise of social media and influencer marketing, it’s likely that cultural value can be created in different ways—some of which haven’t even been thought of yet—that don’t need to be a slave to set seasons.
Does it still have benefits?
It can’t be denied that fashion weeks translated into significant consumer marketing. Those featured in one of the big cities are more likely to receive increased online attention, which could ultimately translate into fashion week’s looking completely different in the future. Since the pandemic forced the world to become digitally native, most of fashion’s interactions have been taken online. Gucci swapped the traditional runway for short films, while others utilised TikTok trends. Now with a new depth of knowledge, digital features are likely to become embedded in the fabric of what a fashion show can mean.
For the time being, the fashion week calendar looks set to stay. With such a secure sense of brand visibility and consumer focus, it can feel hard to brands to miss out. While we wait on the actions of the many to become more sustainable, heightened experiences and digital expansion will undoubtedly see the face of fashion week change.
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