For the past few years, a new wave of shows have emerged taking the fashion industry and digital media by storm. Luxury brands have ditched the regular catwalk for grand historically venues, changing the game how couture collections are presented each year. Some say that these productions are influencing how all fashion collections will be presented in the future, including resort, fall/winter and spring/summer shows.
While noteable brands like Chanel, Gucci and many others have showcased extravagant shows at the Grand Palais and the Château de Chenonceau in the Loire valley to name a few venues, only recently have other brands decided to introduce collections in lavish ways.
Valentino - Getty Images ©
This year has solidified this new wave of productions, most recently with Valentino at the Spanish Steps in Rome and Dolce and Gabbana in Palermo, both unveiling their 2022 haute-couture lines. Inevitably, these strategies are only furthering brands and their social media accounts, expanding consumer engagement and profit margins - not to mention making headlines alone in the news. By gathering notable celebrities and influencers to either model or attend, these master plans have only extended brands’ to grow and increase annual profits.
Chanel - Getty Images ©
What is most interesting though is how such presentations are merging with talent and brand influencers through social media, specifically with Instagram and TikTok platforms. And yet these strategies that are being introduced and taken advantage are actually quite simple when one thinks about it - they are all meant to expand the business, increase brand margins and sales by more than double and provide a stronger foundations for fashion houses and their future. Experts have confirmed that such shows MIV (Media Impact Value - think of ROI but not) for Gucci let’s say, was nearly $20 million - in 2019. Stats after last week’s show will not be released anytime soon, so one can only estimate what a difference in price it will be. ($$$$$$$$$!!!!!!!!!)
Since the rise of social media apps, brands have been uniting with celebrity talent in order to grow revenue at a sky-rocketing rate. “Social media actually proved imperative for fashion brands altogether with posts shared by celebrities or influencers representing an impressive 89% of buzz compared to online media's 11%.” (Forbes.com) For example, musicians such as Nicki Minaj generated over $11 million MIV at the end of 2019 (Forbes.com) lol and they say money doesn’t buy happiness!
Furthermore, one cannot ignore the specific detail and work that goes into such productions year after year. And one definitely cannot argue that when fashion houses decide on using historically acclaimed venues without building necessary stages, that the contrast between a new collection against one of the eight wonders of the world for example, makes it simply one of the most beautiful events of the year, especially in countries where culture is rich with historical foundations.
Anne Hathaway In Valentino Couture - Getty Images ©
Personally, I look forward to witnessing where else and how brands will continue to showcase future collections - more than who will be in attendance or modeling the future Haute Couture gowns. And of course, what else brands will be showcasing the next time their collections are exposed.
Future designs still very much exude excitement especially for fashion enthusiasts. Many look forward to what kind of designs luxury brands will present. One doesn’t have to be a fashion expert to notice that renowned fashion houses are beyond succeeding when creating finer clothing and accessories every year during the unveiling of their haute-couture lines.
So many it’s safe to say that for now: the bigger, the grander - the better.
-Natalia Ortonowska ©
Gucci - Getty Images ©