The fashion industry is booming, it has space for every talent you can think of. High-end technologies, 3D printing is now being used in designing and with holographic images too are used in runway performances. The base of this industry is creativity and it has no limits.
Here are the few factors which can be seen as game-changer in the fashion industry-
Runway Performance
I personally discovered runway performances through Alexander McQueen’s show. Back in 1999 during a McQueen show, he used model Shalom Harlow while standing on a turntable and machine spraying Roberts was painting her on her off-shoulder white gown showcasing as Women against Machine. It got a lot of appreciation from the audience as well as a standing ovation. Mcqueen made a name of himself in organizing outrageous shows. Once he used Model Kate Moss holographic images during the opening of a show. I feel McQueen has always been way ahead of his time. In the early 2000s, fashion shows were just as normal as possible, model walking down the runway and nothing more. Whereas McQueen’s show was more of storytelling through his creative and artistic expression.
Victoria Secret Fashion shows are like a fantasy with a musical concert where every season high profile celebrities are invited to perform in almost every segment of the show. Because of the various musical performances, the brand has popularized to the point that it is considered as a benchmark to perform at their annual fashion show. During the 25 years of the annual fashion show, many notable celebrities have performed in their show from Seal to Rihanna, Katy Perry, etc.
Burberry took runway performance to a whole new level when they hosted a holographic fashion show in Beijing to celebrate their flagship store opening.
During the opening umbrellas, snowflakes, the rain was featured to showcase the weather of both the cities (London, Beijing). Musion is the mastermind behind the show. The incorporation of visual effects with runway models was so smart that it was very hard to distinguish. The show was streamed live on the Burberry official website and their retail stores.
3D Printing
3D is becoming one of the most useful tools in making complicated designs. Designers are using 3D technology in order to innovate with their designs. I came across 3D garments back in 2013 when Lindsay Ellingson wore an outfit made from 3D technology in Victoria’s Secret annual fashion show. Her outfit was of snowflake-inspired design. It was made by nylon powder laid down very thin like a hair then using a laser to solidify and design them. Her crown was also made in a similar way.
Dutch Fashion Designer Iris Van Herpen is known for using 3D printing in garment construction. In 2014 she wanted to explore more about 3D technology in fabric construction so she collaborated with Belgian Architect Isaie Bloch to work on her next collection. Her designs are considered as sculptures inspired by the human skeleton. Some of her other work includes garments infused with futuristic, hypnotic, sensory seas inspired designs. Her work is very much popular in editorial as well as among high profile celebrities. Her designs have been featured in Vogue, Harper Bazaar, etc.
In 2013 American Jewelry Designer Michael Schmidt wanted to create something unique and artistic in the world of the garment, something beyond 3D. He decided to make a gown infusing all the skills he has including garment construction, jewelry with the collaboration with architect Francis Bitonti. He chooses the queen of burlesque Dita Von Tesse to be the model for her design. They made a digital version of Dita’s Body to get the exact measurement of her body. Using selective laser sintering (SLS) technique where designs are made out of nylon powder through laser. The final result is a gown dyed all black with 3000 articulated joints covered in 12000 Swarovski crystals.
Social Media
Instagram, Facebook is controlling the millennial. Fashion models are no exception. Earlier it wasn’t a necessity to have a social media presence like it is now. The models need to share everything from what they eat when they start their day to a nighttime skincare routine. Casting directors too consider models based on the number of followers they have on Instagram for the show. Social media helps in attracting thousands of audience/followers across the globe by just one photo on their official account. It gives an opportunity to the general public to know more about their brand or a fashion personality. The fashion industry is a place where trends change in a single day and social media is the most effective and timesaving tool to communicate with their target market. Designers share little sneak peek photos here and there of their upcoming designs on their accounts to create hype in the market. The presence of social media is so strong that former makeup artist Huda Kattan introduced her makeup line Huda Beauty through Snapchat. It generated so much engagement from the audience that it went on to become one of the most popular makeup brands in the world.
Collaborations
Collabs among brands are becoming one of the most useful and profitable marketing strategies. Every now and then big brands are doing collabs in order to capture a wider market thus generating more revenue. In 2015 French Fashion House Balmain collaborated with Retail Company H&M. It was least expected collabs in fashion but it turned out to be the complete opposite. Their collection was sold out within seconds on the day of launch. Their outfits were also very popular during award season among A-list celebs. In 2017 Indian designer Sabyasachi partnered with French footwear Christian Louboutin to work on their upcoming collection. Indian audience went gaga over the deal because this is the first time an Indian designer has done a collab with an esteemed brand like Louboutin. The collection got a positive review from the critics and did very well in the market. Some brands do it for the sake of the reputation and fan following of the partner brand. Based on my research collabs are mostly done by high fashion brands. In a world of cutthroat competition, every business wants to survive and flourish in the market. By targeting only elite people of society you cannot be a profitable business. Collabs give them an opportunity to capture the rest of the market (i.e. less purchasing power consumers) like high fashion brand Giambattista Valli collaborated with H&M. Â H&M is a retail brand targeting middle class and youth whereas Giambattista Valli is a high fashion brand that brought class and fan following with it. By combining the reputation of both of the brand’s reputation it became the most successful antidote for a profitable business.
E-Commerce
Amazon, Flipkart is dominating the retail industry. A place where you can shop anything from personal care to electronic items. Times saving and less expensive are some of the benefits. Ask yourself do you want to go out in scorching heat for shopping or do want to explore hundreds of options through just one click at your own home in your preferable comfort zone. Many designers are doing their business through e-commerce brands such as Zara, H&M, etc know the effect of e-commerce on consumers. In order to ripe the benefits of this trend they too have started their websites offering all the latest outfits. In India, the trend of online shopping is on the boom.
