Are runway shows still relevant?

Gareth Pugh S/S 2011 Collection
Director: Ruth Hogben
Model: Kristen McMenamy

Gareth Pugh is one of my favourite designers. A true visionary, fearless and passionate. Last week in Paris, he chose to present a video of his latest collection instead of putting on a traditional fashion show and I believe that once again he is leading the way by reshaping the future of fashion marketing.

Done are the ’90 high theatrics of the Galliano and McQueen runways. In this time of Internet where information is made instantly available to all, I feel that fashion shows have become obsolete. I would much prefer be inspired by an artistic piece embodying the essence of a specific collection and refer to a digital look book focused on clothes for information than have to squeeze into a crammed space, watching or working on dozens of shows which, lets be honest, become exhausting and tedious for all after a few days.

Fashion films are a win for everyone. Viewers get to watch these when and where they want, as often as they want. No more begging for good invites, fighting over seats, running from show to show for weeks on end. Designers retain better artistic control over the presentation which is available to a much wide audience. The format provides for more creative freedom, allowing them to convey the precise image and emotion they want, something quite challenging to do with catatonic clothes hangers parading to loud music and photographers screams.

I say out with the old and in with the new. Enough with fashion weeks, I want fashion films!

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