How To Make Fashion Shows Attractive To "Outsiders" May Be A Good Way To Design.

Do you know why the stage of fashion show has been keeping straight T shape for decades? This is for practical consideration first, to ensure that the top fashion editors, reporters and stars sitting in the first row have the best vision.
Nowadays, any information can be quickly obtained on the Internet. Not only are spectators on the stage watching the fashion show, but with the popularity of live shows, countless viewers around the world are waiting for this show. They will not take notes of their materials, clipping and color with their notebooks. Therefore, it is obvious to use the show to enlarge the influence of the brand. The traditional T shows must also be changed.
In September 25th, Holland tannin brand G-Star RAW held a different show in Shanghai to commemorate the establishment of brand 30th anniversary.
From the moment the audience arrived at the show, they met them at the entrance from the tannin guards to the exhibition area from head to toe. The design concept of container is adopted in the exhibition area, echoing with the industrial sense behind the show. G-Star RAW has not been full of brand products in the exhibition, but shows a lot of whimsical stuff made by tannin, such as the tannin canoe and the tannin locomotive. They are first shipped to China from the headquarters of the brand in Amsterdam, Holland, in order to display the creative possibility of brand tannin.
When the curtain is connected to the exhibition area and the main show, all the audience is seated. The whole exhibition hall is surrounded by high scaffolding to create an industrial atmosphere. The opening dancers hung from scaffolding and played a crisp rhythm on scaffolding. The auditorium was enclosed in a semicircle surrounded by a giant whale like airship. The captain was 21 meters wide and 36 meters wide, and the whole body was also covered with tannins. 40 models went out of the cabin. The exaggerated LED lighting effect has a strong sense of the future and hit the model walkway on the ground. This time, the traditional T shape was completely gone, and the models discharged the V shape according to the light guidance. The dancers also did not feel that they were cut off from the models. They would guide the model as if they were the ground guide.
On the G-STAR RAW 30th anniversary shows, the models showed the V word shape: the brand, whether it's stage design, live music, lighting, dancing, model walk, or the layout of the exhibition, is all designed by the experienced marketing company from France, which is to ensure that the brand message can be transmitted from all levels to the audience accurately and consistently by coordinating all the audio-visual elements on the scene.
"5 years ago, designing fashion shows was not the specialty of our company. But as more and more fashion brands want to play differently in fashion shows, the number of brands we are looking for in fashion shows has increased significantly in recent years, "says Penelope Guerineau, director of creative director of the East Asian region, BoF.
G-Star is also holding this mentality to find out the hope of Wang, hoping to create a 30th anniversary opportunity through the brand, through a big show to arouse people's discussion and attention.
In the past, brand design was usually the dominant position in fashion show design, and most design companies only performed.
The fashion industry has always favoured a designer who will show off. Alexander McQueen and John Galliano are pioneers in this area, packing the costumes of the T stage into a theatrical experience display.
People still mention that in the early 1990s, Alexander McQueen held his first women's show in Givenchy, "an old horse slaughterhouse in the outskirts of Paris" - a cobblestone sloping floor leading to the drains of animal blood and water.
The design elements of T style are constantly attracting the attention of fashion editors and buyers. The brand also hopes to create some topics in fashion circles. For them, this is not just a set of advanced custom clothes that can be done.
In the whole fashion industry, such an experiential concept is not new. People not only want to have a luxury, but also need to experience them. Fashion shows are no exception.
To bring more subversion to the show design, so that those who have half knowledge of fashion design can also resonate with the brand. The best way is to find an outsider, while the show design is a perfect entry. Although fashion design itself is abstract, creating an alternative show can make people instantly remember the brand.
Some luxury brands have already begun to do so. For example, the Prada show has been designed by OMA, the Holland Metropolitan Architecture Office. OMA and its founder Rem Koolhaas are famous in the field of architectural design. CCTV Headquarters building is from their hands, and the fashion design for Prada fashion brands has always been a unique project within OMA.
Because of the special cooperation with Prada, OMA, a pure architectural firm, began to expand its design boundaries and set up AMO for this purpose.
Since 2009, AMO has officially started designing the show for Prada. As an outsider, AMO did bring some break the conventional design for Prada, for example, AMO had subverted the fixed audience seat distribution in traditional show, trying to integrate the audience arrangement into the show design, echoing the stage core fashion show.
Compared with AMO, the G-Star Raw has made further efforts to provide 360 degree of comprehensive design services for the brand.
"It is not enough to set up a stage. The experience is multi-layered. The brand needs to arouse people's emotional resonance, create an atmosphere of immersive atmosphere, so that they can really become consumption. The brand also wants a complete creative solution, "Guerineau said.
But at the same time, she said, this requires brands to accept some alternative ideas and give up control of some creative links, not all brands can do that. In cooperation with G-Star Raw, at first, the brand wanted to reveal all the history of the brand. But one disadvantage of this would lead to a particularly fragmented narrative of the whole design. Under the suggestion of the company, the theme of the show will focus on the future, and the exhibition of some classic products will also highlight the brand's tannin technology and the concept of sustainability.
"We want our customers to come together with us to decide the design concept, which is a cooperative relationship, so that we can inspire the most creative design," Guerineau said.
To some extent, you must take the fashion show as an advertisement, because the fashion show has already surpassed the product itself, and the target audience is no longer the elite of the industry, but the ordinary consumer.
The topic is always the magic weapon of the fashion industry. The cool fashion stage is indeed a good way.