FACULTY OF TEXTILE AND APPAREL FASHION TECHNOLOGY

DEPARTMENT:-GARMENT TECHNOLOGY

4th Year 1st Semesters, 2017 E.C

Research Methodology Assignment

Prepared by: 1. Gutama Kumsa Id No ETUBR/1248/13

2. Reta Alemu Id NO TTBR/214/14

Submitted To: [Link] Admasu

Submission Date: Dec/13/2024

ABSTRACT
A fashion show is an event put on by a fashion designer to showcase their upcoming line of clothing and/or
accessories during a fashion week.
Fashion show event production is a multifaceted service that encompasses the intricate planning, design, and
execution of dynamic fashion events, combining elements such as runway design, lighting, sound, stage setup,
model management, and seating arrangement to create an unforgettable experience.
Most elaborate and expensive type of fashion show. It includes backdrops, lighting effects, choreography, and
entertainment. Formal Runway Shows: A typical presentation of fashion models parading on a runway in a certain
order of appearance.
What are the components of event production?
It includes everything from designing the event concept, selecting the venue, arranging catering, lighting,
sound, and staging, on-site technology, and managing the event logistics. Event production aims to create a
seamless experience for attendees while achieving your event's objectives.
Key words: - fashion, show case, event management…
 Approval sheet
This project for the Partial Fulfillment BSC in Garment Textile and Apparel Fashion Technology
Approved by Board of Examiners

___________________________________ ________ __________

Chairman, Department Graduate Committee Signature Date

___________________________________ ________ __________

Internal Examiner Signature Date

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External Examiner Signature Date

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Advisor Signature Date

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Declaration
We hereby declare that the studyt is submitted in the fulfilment of the BSc degree is our own work and
that all contributions from any other persons or sources are properly and dual cited. We further declare
that the material has not been submitted either in whole or in part, for a degree at this or any other
university in making this declaration, we understand and acknowledge any breaches in this declaration
constitute academic misconducts, which may result in our expulsion from the program ours and/or
exclusion from the award of degree.

By:
Candidate Signature [Link] Date
Gutema Kumsa__________________ ETUBR/1248/13 ____________
Reta Alemu ____________________ TTBR/214/14 ____________

This is to certify that the above declaration made by the candidates is correct to the best of our
knowledge and belief. This study has been submitted for examination with our approval.

Advisor: Yohannis Admasu (MSc) _____________ ___________

Signature Date
Acknowledgment
Apart from our efforts, the success of this study depends largely on the encouragement and guidelines of
many others. We take this opportunity to express our gratitude to the people who have been instrumental
in the successful completion of this project.

First we would like to thank God for everything He did to us. Secondly, we would like to show our
grates appreciation to Advisor Mrs Yohannes Admassu. We can't say thank you enough for his
tremendous support and help. We feel motivated and encouraged every time.
Table of contents
 CHAPTER ONE

INTRODUCTION
This study was conducted on Fashion Show Production and Event.

A fashion show is a live presentation of a designer's or fashion house's latest collection of apparel and
accessories. This event is often characterized by a runway or stage where models display the garments to
an audience, which typically includes industry professionals, buyers, media, and celebrities. The primary
purpose of a fashion show is to showcase new fashion designs and trends to the public.

Fashion shows serve multiple purposes within the industry. They are a platform for designers to
communicate their artistic vision and creativity, as well as a marketing tool to generate excitement and
demand for new collections. Fashion shows also provide an opportunity for designers to receive
immediate feedback from the audience and gauge the market's response to their work. The importance of
fashion shows extends beyond the display of clothing; they are significant cultural events that can
influence trends and shape the direction of the fashion industry.

There are various types of fashion shows, each serving a different purpose within the industry. The most
prominent are haute couture shows, which present custom-fitted, high-end fashion. Ready-to-wear
shows feature more accessible clothing intended for mass production. Other types include resort and
pre-fall shows, which occur between the main seasonal shows, and capsule collections, which are
smaller collections with a specific theme or purpose. Additionally, there are charity shows, which aim to
raise funds for various causes, and trade shows, which are geared towards industry professionals rather
than the general public.

1.1. Background of the Study

The modern fashion show dates back to the 1860s, when pioneering English fashion designer Charles
Frederick Worth used live models instead of mannequins to present his creations in Paris. By the turn of
the century, events known as “fashion parades” had started to spread to London and New York.

Fashion shows or runways are an integral part of pop culture and entertainment. With the small devices
we carry, anyone can see the latest fashion shows that are happening around the world. All the shows are
extravagant. Celebrities line up to watch the latest lineup by designers on the front seat. Loud music,
supermodels, and scenic background effects have become a norm in fashion shows today.
 1. The first fashion show

Before the 1860s, designers used mannequins to showcase their new designs to a closed group of people
that were invited to attend the shows. Prominent buyers, members of the royal family, and other elite
groups of people were only allowed to such events.

It was Charles Frederick Worth, a pioneering English fashion designer who used live models instead of
mannequins for the first time for his new designs in Paris. Unlike a fashion show, it was called “fashion
parades” in those times. Still, these parades were only accessible to a closed group of people. There was a
lot of fear among the designers for someone stealing the designs and ideas.
1. Private fashion shows from early periods
Slowly, these fashion parades started to spread to New York and London from Paris. The first American
fashion show took place in 1903 in the New York City store of the Ehrlich Brothers. This trend quickly
got popularity and in a few years, other popular department stores also started to host such fashion shows.
In most of these shows, the designs were mostly gowns for female shoppers, redesigned or a copy of the
style that was shown in Paris. It was in 1918 when fashion houses established fixed dates for runway
shows to occur. In a year, these shows took place twice to attract buyers from abroad. During this period,
fashion shows were based on themes like Chinese, Russian, etc.

2. Role of World War 2 in fashion show

After World War 2, there was a huge demand for clothes. People had suffered enough with shortages of
clothes and endless views of military clothes. Fashion houses also started to seek publicity and popularity
for generating huge sales and profits. A new era of fashion was ignited by the designer Christian Dior in
1947 at a fashion show named “New Look”. Christian Dior introduced a new look for the female
shoppers with rounded shoulders, a cinched waist, and a very full skirt.

Christian Dior played a major role in restoring Paris as the capital of fashion. Throughout his career,
during this period Dior showcased several fashion shows with themes and ventured into other businesses
like fur, stocking, and perfumes. The House of Dior is still a thriving business. But his untimely death in
1957 left the fashion world without a dictator.

3. Incorporation on Music in Fashion Shows

Even though the fashion shows began to get more lively and colorful, it was in the 1960s music was
incorporated into fashion shows.

Models were encouraged to show their personalities on the ramp. With time, fashion shows slowly started
to become grand productions with embellished lightings, sound effects, and elaborate staging.

1988, Yves Saint Laurent runway show in a sold-out stadium that was staged one hour before the France
and Brazil soccer World Cup Final. 300 models, 900 backstage hands and 4000 stadium staff were
involved in the production of this runway show. It was televised to more than 1.7 billion people.

4. Fashion show now

Fashion shows have become the ultimate example of wasteful consumerism in the modern age. There is
an obsession in the fashion world for creating larger-than-life events for the world to see. Fashion shows
have literally gotten out of hand. Brands are spending huge about of money to produce these types of
fashion shows.

5. FENDI, Autumn/Winter 2007 Ready to wear

The 2000-year-old world heritage site was taken over by the brand Fendi for its 2007 Autumn/Winter
ready-to-wear show. The genius behind the show was the German designer Karl Lagerfeld. He was the
creative director of Fendi for more than 52 years. The production cost for this show was over $10 million
dollars and took over a year of planning. Watch the video below.

6. The Rebel against environmental pollution

Fashion shows typically have duration of up to 20 minutes. But the amount of carbon footprint it
generates is enormous. Invitations are sent out to people around the world.

Guest are flown from various parts of the world, elaborate lighting and set up with huge electricity spent
are some reasons for the wakeup call to rethink fashion shows. Fashion week was eight days, but it is
now being reduced to five days.

1.2. Research Description

 Fashion Show Production event is often characterized by a runway or stage where models display the
garments to an audience, which typically includes industry professionals, buyers, media, and celebrities.
FASHION

Production Fashion Show: Most elaborate and expensive type of fashion show. It includes backdrops,
lighting effects, choreography, and entertainment. Formal Runway Shows: A typical presentation of
fashion models parading on a runway in a certain order of appearance.

Key Pieces: Highlight standout outfits or accessories from the collection. Describe colors, fabrics, and
styles.

Trends: Discuss any notable trends that emerged from the collection.

Artistic Vision: Reflect on the designer's artistic vision and how it was conveyed through the collection.

A fashion show is an event put on by a fashion designer to showcase their upcoming line of clothing
and/or accessories during a fashion week.

1.3. Statement of Problem

Here are many problems in fashion show and event cases today. these problems are listed below as follows

1. Diversity in Models and Hair Types:

Understanding hair products is crucial. Some models may have chemically treated hair, while others
prefer natural products. Stylists need to choose the right products for each model.

Representation: Including models with different hair types on the runway sends a powerful message of
inclusivity.

2. Time Constraints Backstage:

Challenge: Backstage chaos is common during fashion shows. Models, stylists, and makeup artists
work against the clock to get everyone ready. Organized backstage management is essential. Timelines
should be meticulously planned, allowing enough time for hair and makeup without compromising
quality.
 Team Coordination: Effective communication between hairstylists and makeup artists ensures
seamless execution. They must collaborate to create cohesive looks.

Quick Fixes: Models may arrive late or need last-minute adjustments. Stylists should be adept at quick
fixes, like taming flyaway or refreshing makeup.

3. Theme and Concept Alignment:

Challenge: Fashion shows often have specific themes or concepts. Hair and makeup must align with
the designer's vision.

Research: Stylists should study the collection and understand the designer's inspiration. For a bohemian-
themed show, loose braids and natural makeup might be ideal.

Trial Runs: Rehearsing looks beforehand helps identify any issues. Models can provide feedback, and
adjustments can be made.

Consistency: Maintaining consistency across models ensures a cohesive presentation. The hair and
makeup team should follow a unified approach.

4. Sustainability and Ethical Choices:

Challenge: The fashion industry is increasingly conscious of sustainability. Choosing eco-friendly hair
products and makeup is essential.

Product Selection: Opt for cruelty-free, vegan, and sustainable products. Brands like Lush and Aveda
offer ethical choices.

Minimalism: Less can be more. Natural makeup and effortless hairstyles resonate with eco-conscious
consumers.
 Educate Models: Encourage models to adopt sustainable beauty practices beyond the runway.

5. Adapting to Trends and Innovations:

Challenge: Trends evolve rapidly. Stylists must stay updated and incorporate fresh ideas.

Continuous Learning: Attend workshops, follow industry blogs, and experiment with new techniques.
For instance, hair accessories like pearl pins or metallic headbands are currently popular.

Risk-Taking: Fashion shows allow for creativity. Bold makeup looks or avant-garde hairstyles can
make a statement.

Balance: While embracing trends, ensure they align with the overall show aesthetic.

6. Logistical Hurdles:

Organizing a fashion show involves intricate logistics, from securing venues and models to coordinating
hair and makeup teams. These challenges can make or break the success of an event.

7. Financial Constraints:

Fashion shows require substantial investments, from designing and producing garments to marketing
and event costs. Entrepreneurs must manage budgets effectively.

8. Cultural Sensitivity and Inclusivity:

Fashion shows are platforms for cultural expression, but they can also perpetuate stereotypes or exclude
certain groups. Designers must be mindful of cultural appropriation and ensure inclusivity.

9. Embracing Technology:

The digital age has transformed fashion shows. Live streaming, virtual reality, and social media play
pivotal roles. Designers must adapt to these technological shifts.

10. Casting Models:

 Selecting the right models is essential to bring the designer's vision to life. Casting involves considering
factors like diversity, body types, and the ability to showcase the garments effectively.

11. Lighting and Sound:

Creating the right ambiance is vital for a successful fashion show. Lighting and sound design play a
significant role in enhancing the overall experience and highlighting the garments on the runway.

12. Guest Experience: Fashion shows are not just about the runway; they are also an opportunity to engage
and impress guests. Attention to detail in areas like seating arrangements, refreshments, and overall
event flow contributes to a memorable experience.

The negative environmental and social impact of fashion

The fashion industry is second only to the oil industry in terms of its pollution contributions. And when
you look at the whole apparel supply chain—from raw materials extraction to manufacturing to
distribution to waste disposal—the industry accounts for 10% of global carbon emissions.
The rise of copycats and product counterfeiting

Product counterfeiting is one of the biggest challenges facing fashion brands today who want to grow
and expand their business in international markets. The counterfeit industry was estimated to be worth
nearly $450 billion globally in 2019, with annual sales losses from fashion industry counterfeits
amounting to $28.3 billion in 2020.
Big fashion brands have a big challenge.
It’s hard to sell original high-value products when everyone wants cheap knock-offs! According to a
2022 piece by The Cut, counterfeit luxury bags have become more popular than the real ones amongst a
section of New York’s elite.
The inefficiencies of distributed and global supply chains

As mentioned above, the fashion supply chain involves a highly fragmented network of manufacturers,
suppliers, retailers, and consumers. First, a fashion business has to find the right fabrics and materials for
the specific styles they want to create; then they must identify a manufacturer who can turn those fabrics
into garments at a competitive cost. Once manufactured, these garments have to be distributed across the
 globe for sale in different markets. And let’s not forget returns! This product lifecycle can include
numerous subcontractors, each with their own specialty, who are typically spread across the globe.
The apparel production process involves a lot of capital up front—not only does the brand have to invest
funds into making its product line, but they must also stock inventory without knowing how well those
items will sell. The lack of visibility into this complex network creates a lot of inefficiencies, and
ultimately results in products being delivered to the market late leading to product failure.

The pressure to adapt to fast-changing customer demands

In the fashion industry, diversity and inclusivity are crucial. When consumers can see themselves and
their values reflected in a fashion brand, they’re more likely to identify with that brand and feel like it’s
an extension of their own self-expression.
The rise of fast fashion, D2C brands and accessible e-commerce platforms have empowered consumers
to demand more from their clothing: they want to be able to choose the exact color and fit of the pieces
they buy.
Consumer centricity and personalization is mandatory for today’s fashion brands. The fashion industry
is waking up to this reality, but many brands are still scratching their heads about how exactly to
customize their business models so that they can meet their customers’ demands for diversity and
inclusion—and boost their bottom line in the process.

1.4 Objectives

1.4.1 General Objectives.

The General objectives of this study are revenue generation, sales, and garnering publicity for the new
collections and Showcasing a new collection, raising brand awareness, attracting potential buyers, or
supporting a charitable cause.

1.4.2 Specific objectives

The specific objectives of the study are:

 To obtain working knowledge about methods of planning, organizing, executing and evaluating informal
and formal and production of fashion shows
 To gain experience in components of fashion production to include the following: models, garments,
promotion, commentary and staging
 To gain experience with project development and management
 To develop skills in working as part of a team, delegating and accepting responsibility, as well as
following up and objectively evaluate completed work

 To help the designers to promote their new fashions.

1.5 Significance of the project

Fashion shows serve multiple purposes within the industry. They are a platform for designers to
communicate their artistic vision and creativity, as well as a marketing tool to generate excitement and
demand for new collections. Fashion shows also provide an opportunity for designers to receive
immediate feedback from the audience and gauge the market's response to their work. The importance of
fashion shows extends beyond the display of clothing; they are significant cultural events that can
influence trends and shape the direction of the fashion industry.

1.6 Scope of the project

The scope of the research is focused on Fashion Show Production and Event, these study focus on
Fashion Show Production and Event on fashionable cloth for women’s, men’s and children’s.
The scope of this study focuses on world for the target consumers of young fashion designers those who
want to follow on the Show Production. The scope of this study is also dealt with the production of the
fashions by weavers, garments relationships of sellers and customers of the world.

1.7 Benefit and Beneficiary of the study or Significance of the study

Furthermore, it will invite other researchers in order to develop comprehensive work in this area with a
long period of time and it will give a feasible solution for the investors as well as for the organization.
The researcher will get a good experience and help him/her to do good works in the future. This study
enables the researcher in acquiring academic fulfillment for graduation. The study will serve as
reference and documents for related works of others

1.7.1 Benefit
All natural for your comfort and Local market knowledge and insight makes a business more
competitive and profitable. Drawing from a culturally diverse talent pool allows an organization to
attract and retain the best talent. A diverse skills base allows an organization to offer a broader and more
 adaptable range of products and services. Diverse teams are more productive and perform better and
Greater opportunity for personal and professional growth.

1.7.2 Beneficiary
 A road map for the other research or it is the starting point do to it studies
 For market small micro enterprises (SME) competent in the local market.
 The small micro enterprises (SME).
 Traditional tailors
 Garment manufacturer and industry

1.7.3. Limitation
It is natural for researchers particularly for fieldworkers to face challenges while conducting fieldwork
in their study area.
The limitations of do this project is the problem of time and resources.
 Chapter two
Literature review

This study presents the evolution of fashion show studies through the literature review and proposes to
return to the four elements model, location, theme and final that make up a great show and the spectacle
effect explained by duggan, 2001, with the aim of proposing a systematization of the analysis of fashion
shows from the perspective of communication and marketing. Therefore, the research presents the
analysis of the balmain spring summer 2023 fashion show, studying the validity of the four elements and
how these elements are developed nowadays.
Keywords: fashion show · fashion · luxury · communication · balmain
In 2001 duggan defined fashion shows as “the greatest show on earth”, linking one of the key events of
fashion brands to the performing arts and likening designers as “designer-as-artist”. This vision is still
totally valid more than 20 years later. On the One hand, fashion shows are nowadays big shows that
generate a lot of expectation, and the figure of the designer has been transformed into that of creative
director, influencing the decision making of all the communicative elements of the brand.
The fashion shows are also called “runway shows” or “catwalks shows”. They can be defined as
“marketing events for fashionable clothing (both with regard to stylistic Innovation and production),
often related to fashion weeks held biannually”.
Carolina Evans developed a detailed study of the evolution of the fashion show,
Starting with the fashion shows that resembled theatrical plays with the themes of the designs of the
haute couture houses in Paris and the strict fashion shows in the couturier’s salons or hotels (1950–
1960); to the production of major spectacles in the 1960s, which Saw the rise of prêt-à-porter, men’s
fashion and the communication of fashion through Specialized magazines. Evans highlights great
precursors of fashion shows as spectacles such as lucille and poi ret, jean-paul gautier or vivienne
westwood.
With the introduction of digital technologies, fashion shows have witnessed numerous changes. The
most important one is the change of their target. If fashion shows Were originally created for buyers and
fashion journalists, the internet has opened a Democratization process also in the runways, consumers
can now buy what they see on The catwalk through the model: ‘see now, buy now’. Besides, influencers
are now first protagonists in the front rows, replacing the traditional target of buyers and members of the
press. Therefore, it could be claimed there is no reason to have fashion shows anymore, and “it might
seem that fashion shows were
Doomed to disappear”. Then, the pandemic came and made things even more complicated. There was
no possibility to have fashion shows and brands started to launch their collections first as live broadcast
and after that with more creative digital formulas. However, this new scenario originates a big
opportunity to connect with the audiences; spectacular productions as the well-known show of
jacquemus spring/summer 2020 in the lavender fields or a mix between fashion shows and fashion films
introduced by dior replace the position of fashion as a dream and evasion in a moment of social
suffering.
Precisely, this idea of recovering what fashion is about (aspiration, desire) was the leading one once the
pandemic period ended. Now, fashion shows are living a new golden era of spectacle, visual impact and
great productions. Fashion shows are relevant communication tools for brands, at least in the luxury
sector. Therefore, this paper tries to explore how brands are using fashion shows to communicate their
values and to introduce some methodology to analyze them.
Fashions shows and communication
Fashion shows are one of the most important communication and marketing tools through
Which fashion brands their brand image, personality, values and culture through the Senses. “Fashion
shows give high visibility to brands”.
For Stromberg these shows have a primary commercial goal: present new collections to media and
fashion buyers, but at the same time, as Evans explained, now
Contemporary designers work with conceptualized collections, and through the creative
Director, the shows are associated to marketing strategies and “becomes a vital part
Of the orchestration of the garments as a cultural statement” being an essential Part of the
communication of brand values.” today, fashion shows often, but not always, take place in the context of
fashion Weeks in paris, milan, london, new york, and a growing number of fashion cities. Others are
individual events outside of the fashion week circuit. These include the so-
Called destination fashion shows that brands organize in emerging geographic markets
Or exotic places to promote their cruise collections”.
There is a variety of academic literature that analyzes the subject of fashion shows From very different
perspectives, directly or indirectly, and mostly with theoretical analysis or qualitative research. Some of
these studies analyze the relationship between Fashion shows and communication and marketing.
Sung & know explained the importance of storytelling in fashion shows as an
Element to transmit brand values and the story and inspiration of the fashion show. Their
Aim was to design a method of fashion storytelling as a strategic instrument for building
Fashion shows: the greatest show on earth 229
Xu points out that the functions of marketing in fashion shows are brand pro-
Motion and sales, and proposes to analyze fashion shows by applying the 4p perspective:
Product, price, place, promotion. Rocamora highlights the fashion show as an element of mediatization,
and how individuals are increasingly exposed to information
In the same perspective, Picher and rinallo Highlight how parades have developed a crucial role in
the processes of mediatization and in the development of the iconicity of parades in the market,
especially with the Advent of social networks. “the core of today’s fashion shows is a succession of
models In clothes complemented by accessories, parading down a catwalk to music to promote A
fashion brand’s new collection to an audience of buyers, journalists, influencers and, Ultimately,
consumers”.
Shu & tzu study the fashion show from the curatorial perspective and its Relationship with experiential
marketing, in their study they affirm: “fashion show is to Connect clothing, performers, story situations,
in specific space with hardware equipment, carrying extra skills, to achieve the design of the creative
theme and purpose of The presentation”.

With the development of technology and social networks, we find studies on social
Media analysis on fashion shows, where it is explained that shows are now broad Cast by a mix of
media. The relationship between videos and fashion shows and the Role of YouTube have also been
explored. Similarly, a recent study analyzes the “instagrammability” of the runways, highlighting the
importance of architecture and Stenography for the communication of the shows, and refers to fashion
shows as a Spectacle of digital influence.
Having seen the evolution of fashion show studies through the literature review, this
Paper proposes to return to the four elements that make up a great show and the spec-
Tacle effect explained by Duggan, 2001. The latest research on fashion shows does not
Present any methodology, theoretical framework or variables that allow researchers and
Professionals to systematically analyze fashion shows from a communication perspective. Therefore,
this paper makes a first approximation to propose a methodology for the
Present and future analysis of fashion shows.
To this end, we first examine the validity of the four elements: model, location,
Theme and final. Secondly, we analyze how these elements are developed nowadays and How people
can perceive them through the evaluation of a fashion show.
Therefore, the elements are explored through the official video of a particular fashion
Show, since it is the platform through which most people see the fashion shows and Are part of these
spectacles. The fashion show for the study is the balmain spring Summer 2023 fashion show in Paris,
the central capital of fashion for the haute couture Collections. Selected video is one of the most viewed
videos on YouTube.
230 p. Sanmiguel et al.
Communication perspective of the fashion show A fashion show is first and foremost a show. “Designer
shows that fall into the category of spectacle are closely connected to the performing arts of theatre and
opera, as well as feature films and music videos. As with stage performances, shows created by
spectacle designers feature far more than garments. In most cases, they read as mini Dramas, complete
with characters, specific locations, related musical scores, and recognizable themes. Often, the only
element setting fashion shows apart from their theatrical counterparts is their fundamental purpose to
function as a marketing ploy”.
Shows have an entertainment function that can reinforce the idea of fashion beyond a simple
information transmission function, i.e. an eventful character that can attract the attention of the audience.
Nowadays, fashion shows are used as a central tool of Communication, emphasizing the visual and
performance aspects of modern media. The Actual fashion shows exclusivity must not be preserved but
can be used as a marketing Tactic. Furthermore, the installations do not simply illustrate that these
fashion companies Are digital innovators but promote the use of media efforts on its own sake. When
Analyzing and developing a fashion show, it is important not to forget the elements related To
marketing and communication strategy. Therefore, the constancy and continuity of Fashion shows every
season work to consolidate the brand and position it in the market. All the elements that a fashion
designer uses, such as popular culture or Historical precedent, promote the integration of fashion and
performance. There are
Four main elements that all designers can work with in order to make a unique show:
Model, location, theme and finale. The spectacle effect can be added to these four, with other implicit
elements such as music and lighting.
There are many types of models in the fashion industry and they can be used for different
Purposes. For each fashion show the brands try to choose the right ones for the project.
We can find: runway models, fit models, glamour models, plus-size models or alternative models. When
the brands work with the models they have to take into account if they work with agencies or
representatives, if an exclusivity contract is desired or what Is the license fee.

The greatest show on earth 231 for the designer and the brand. The shows associated with the
official fashion week calendars are located mainly in: paris, milan, london, and new york. Each brand
searchesWithin these cities for the best place in relation to the inspiration of the collection, the Media
power or allowing a wide audience. Brands also organize shows outside of the Fashion week circuit
shows, known as cruise collections or ‘destination fashion shows’.
In these runways, the location is an essential element to attract the media. “sometimes
The location is related to national or regional origins of a label and is often centred on mythical fashion
cities”. Many cities present symbolic capitals that help shape the storytelling of a brand or a collection.
“in the case of the runway shows, Concentrating on the house’s geographical origins is not the only way
to create added Value for a fashion brand. Increasingly, in addition to the birthplace of the house, other
more exotic locations are used as fantasy projections and mythological reference points”.
Theme The theme is an essential element in communication and marketing as it not only determines
what the collection will look like, but also its communication, from the press conference and invitations
to all the production of communication and sales materials, such as events associated with the shows.
The theme will be the hook for
As evans (1999) explains, one of the first designers who gave great importance to the theme was elsa
schiaparelli, who gave each Collection a theme, two of them very renowned, inspired by the circus
collection and the commedia dell’arte.
Sanmiguel et [Link] the lighting, music, staging. They seek to produce visually impressive
performances tied to a particular theme, time, and place. Sometimes, fashion shows also feature great
choreography that tries to effectively showcase the theme of the fashion show and make an impact on
the audience. In fashion shows, choreography also involves how the models walk and their facial
expressions, enhancing the image of the show. In this paper we associate to the spectacle variable all the
elements related to the experience of the audience in the show. Fashion shows are a form of
multisensory stimulation.
Balmain fashion show analysis In the framework of Paris fashion week, Balmain, under the creative
direction of french designer olivier rousteing since 2009, achieved one of the most viral moments of The
event. Not only thanks to the show’s mobile photographic experience, but also to the presence of the
american actress and singer cher as a special guest.
The maison’s successful spring/summer 2023 proposal inspired by french, italian and swedish
picturesque works did not leave the public indifferent. According to olivier, “a statement of intent to
society, a love letter to the land and to our origins”. So much so that the savoir-faire of the brand
founded by pierre balmain in 1945 around rousteing is reinforced in each collection.
Model The fashion show was attended by an army of models of the brand where cher was
Undoubtedly the great and unexpected star. Among the cast of the 100 looks that paraded
Through the show, the other great face known and cheered by the attendees was the Revolutionary
model Ashley graham, who wore a blazer style dress with renaissance
And ‘arty’ print, where the pictorial prints took great presence.
The greatest show on earth 233
Location The show took place at the jean-bouin stadium, next to the park des princes of Paris
Saint-Germaine in the French city of Paris. The start was delayed by one hour and the Show was almost
thirty minutes in long. A total of almost 6,000 people attended. The Renowned French stadium is a
space that combines design and spaciousness. The firm opted for a renaissance and sustainable style for
its décor, giving all the attention to the models. A catwalk reproduced with marble and large totems in
the background
That changed color as the show progressed framed and contextualized the fashion show
Of the French firm in a very Olympic panorama. The choice of space is a milestone
That generates a lot of expectation for lovers of the brand. Bal main chose once again a
Large space that began as an outdoor catwalk and is now known as the Balmain festival.
Theme Olivier opened the show at last fashion week with the following statement: “i want to
Create something that lasts forever”. The designer presented his joint ready-to-wear and
Couture proposals for spring/summer 2023 under what is known as his most sustainable
Collection to date. Futuristic (3d) and architectural designs and a lot of craftsmanship have taken the
firm as a reference in its material inspiration for a collection that looks back to renaissance art under the
artistic works of painters: the french jean-baptiste frédéric desmarais, the swiss jean étienne liotard and
the italian paolo veronese.
The greatest show on earth 235
The fashion industry is known for changing the status quo and an example of this was
The creation of the new launch in three-dimensional format. Through the maison’s
Social networks, following a content planning and a very careful aesthetic, the brand
Was revealing different details of what happened in the big show, dividing the show Experience into:
pre-show, show and [Link] proposal of analysis based on the four elements validates their
importance in the Fashion shows and opens a path to future research. Given the proliferation of brands
that want to make fashion shows as a communication tool, or the ability to perform in a more democratic
way with the digital shows, it could be interesting to systematically analyze those elements that make
the fashion show a unique communication or marketing action.
The greatest show on earth 237
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