Breaking away from the department stores - Deepstash
Breaking away from the department stores

Breaking away from the department stores

In the 1960s, fashion designers started to break away from hosting a catwalk show in department stores and salons. Balmain presented a 1965 collection in a wine cellar, and Piere Cardin held a show outdoors next to the Seine in Paris.

Once we headed into the nineties, the fashion show got bigger and cost millions to stage. But the visual spectacle didn't really add to the basic concept of the fashion show. The shows were mostly happening behind closed doors for fashion editors, buyers, celebrities and private clients.

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MORE IDEAS FROM The fascinating history of the catwalk show

The first catwalk

In 1901, Lady Duff Gordon presented her 'Gowns of Emotion' using models on a stage with scenery, lighting and music, while their entrances were choreographed with poses. This innovation introduced the idea of showing fashion to a larger audience.

The traditional catwalk took place in department stores where large spaces were available. These presentations for middle-class shoppers were vital in validating the fashionable styles set by designers.

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With social media being the better platform, many designers embraced the creative challenge this presented. They showcase their collections via fashion films or shoots and find other inventive ways to draw audiences.

The designers who had the most success on social media were those who scaled back the least. The pandemic has allowed time to reflect on the sustainability and role of the fashion industry.

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Fashion shows have always been about creating visibility and exposure for a designer's collection with the end goal of selling clothes. Technology placed fashion weeks within reach of everyone and changed it into a pop-culture phenomenon. As the fashion influencer emerged, the street style followed.

The rise of social media also led to brands choosing to livestream their shows to all. The change has expanded over the last year, causing designers to embrace a digital format over gatherings.

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When the dressmaker and client relationship changed

English designer Charles Frederick Worth seems to be the first fashion designer that used models. From the mid-1860s, the house was hiring young women.

This development changed the relationship between the dressmaker and the client. Instead of the designer coming to the customer, the designer gave a simple presentation to clients.

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How Fashion Trends Start

For decades, fashion trends typically were started through the method of fashion house to magazine to consumer.

In our current Internet world, things have changed. Fashion houses still impact the way fashion trends start, but other sources also play a role. Fashion trends now evolve through five key ways: From the runway, through street style, celebrities, fashion bloggers, and different fashion capitals globally.

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Upcycling as a solution to fast fashion

Recent decades are known for its fast fashion that adds to our overcrowded closets and landfills.

  • Americans discard 85 percent of the clothing they buy - about 15 million tons of textile waste a year.
  • The average lifetime of clothes is three years.
  • The clothing industry cause about 10 percent of global greenhouse gas emissions.

One eco-conscious solution is to buy thrifted items and upcycle them.

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TikTok is a breakthrough social media platform with millions of mostly young users worldwide, who share short videos and funny clips with matching music. 

Lately, its popularity has skyrocketed, with artists like Khloe Kardashian, Ariana Grande and Britney Spears taking on to the platform. The Chinese App reached 1.5 billion downloads late last year and has caught the attention of brands around the world.

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