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| Runway shows are no longer closed-door events. Instead, most organisers are turning them into extravaganzas that the public can enjoy too. Photo Aeon |
KUALA LUMPUR — First came social media, then it was the digitalisation of runway shows; and now fashion weeks have evolved with public expectations at an all-time high, all the time.
With attention spans reduced to mere seconds or minutes (consider the length of TikTok videos or Instagram stories), organisers are facing the pressure to really make their shows stand out.
Andrew Tan of Kuala Lumpur Fashion Week says the change is not a bad thing.
“Social media has been complementary to the impact of fashion weeks, reaching wider audiences and engaging those beyond the fashion industry by making conventionally exclusive experiences, more accessible,” he notes.
Runways shows were once only opened to the members of the media and fashion buyers. Today, the guest lists include scores of celebrities and socialites.
Tan adds that digital platforms are not the enemy.
“Fashion weeks still provide a unique, immersive experience that allows personal connections and live interactions,” he stresses.
Model Eleen Yong, who has walked for brands like John Galliano and Karl Lagerfeld, points out that brands are seeking to create memorable, standout events that generate buzz and leave a lasting impression.
“This often means larger, more elaborate setups and innovative presentations. There’s a growing emphasis on storytelling, creating an emotional connection with the audience and integrating multimedia elements,” she explains.
“In this context, runway shows are not just about the clothes anymore; they’re about creating an experience that aligns with the brand’s identity and resonates with the audience.”
Yong also runs her own modelling agency. She choreographs runway shows and coaches new models.
The change in the audience of fashion weeks has brought about new challenges for those in the industry, which she acknowledges.
“Models are now competing with a larger pool of talents, including influencers and celebrities, who might not necessarily be fashion models,” she says. — The Stars/ANN
