In the past three weeks, thousands of viewers experienced Fashion Week in New York, London and Milan without leaving their laptop, tablet or smart phone. A front-row vantage point to every show is available streaming live throughout the events. What used to be highly exclusive events for the social elite are now viewed instantaneously by anyone with Internet access. Though to some it feels as if constant coverage takes the mystery out of the catwalk, it provides many advantages to the industry as a whole.
In the past, designs found on the runways of Fashion Week have been irrelevant to the average consumer. Now, with the increased accessibility of these designs, it is much easier for ordinary people to gain an appreciation for the latest high-fashion styles. The mass audience may view the designs as something to apply to their own personal style, or they may simply appreciate the designer’s contribution to the fashion industry. Either way, the media’s promotion of international fashion weeks creates a connectedness between the designs and the consumer that has previously been unavailable.
Influences from ancient Mediterranean civilizations filled Dolce and Gabbana’s spring 2014 line, with designs incorporating Greek and Roman coins and architecture. The Milan Fashion Week show brought these influences to life with a classic, muse-like energy that an ad campaign alone cannot quite convey. In New York, Nicole Miller’s designs mixed bold geometric patterns with soft floral prints. After watching several shows, (usually streaming through a laptop while my roommate and I danced around the room to the music) I realized that each show created its own atmosphere and mood. Odds are, every viewer can relate to one or more of these themes.
“Street Style,” online photo slideshows by “Vogue,” encourage consumers to go out on a limb and try styles they see on the runway. In these slideshows, “Vogue” features people in the midst of large events like international fashion weeks who are models but instead incorporate the featured designs into their daily wardrobe. These photos are great comparisons to the styles on the runway because they show how versatile and relatable high-fashion can be. This is just one way the media shows people that having fun with fashion isn’t just for the “Gossip Girl” set.
International fashion weeks are not about labels or status. Streaming fashion shows from New York, London and Milan is an entertaining way to keep up with fresh creativity coming from our generation’s most talented designers. I am thrilled with the new accessibility of these shows by means of social media. It gets average people talking about style that could potentially define an entire decade or more of style. There will always be styles that seem silly and obscure to the majority of viewers. However, by staying connected with these designs, consumers become more confident and invested, not only in their personal style, but also the style that represents their generation.
