How Creative Directors Choose Locations for Fashion Shows
365 days of fashion: the e-ncyclopedia of fashion
Tueday, February 20, 2024
Milan Fashion Week starts today and we thought it could be fascinating to dive deeper into some decisions that are taken by fashion houses to run these beautiful shows. Have you ever paid attention to the choice of the location for the fashion shows? And I'm not referring to the city because by now you know that the ready-to-wear collections are presented twice a year, in February and September in the 4 fashion capitals (New York, London, Milan and Paris), Haute Couture collections are always held in Paris and the Cruise and Resort collections take place wherever the brand prefers (New York, Japan…) But then, how does a brand choose where to show?
The Saint Laurent Spring/Summer 2019 show took place against the stunning backdrop of the Trocadéro Gardens in Paris, in front of the Eiffel Tower (a regular appointment for the brand). The show, orchestrated by creative director Anthony Vaccarello, featured a runway lined with ten towering palm trees, creating a visual spectacle reminiscent of the exotic atmosphere of Morocco.
This choice of the set design was a nod to the founder’s house, Yves Saint Laurent's profound connection to Marrakesh. Yves Saint Laurent and his partner Pierre Bergé purchased the Jardin Majorelle in Marrakesh in 1980, a garden that later became a source of inspiration for the designer.
Though the picture of palm trees under the Eiffel Tower was surely pretty and perfect for Instagram, there's more to picking a certain place and look for a fashion show. It's not just about the surface, but it makes us look into the detailed story of a brand's past and the creative vibes that stay with it over time. Let's dig into the reasons behind these choices.
Fashion shows are not just about showcasing new garments and accessories ( even though they are fundamental)therefore the efforts of a company are not only focused on designing a beautiful collection. Fashion shows, especially nowadays, have been huge events and marketing tools that help elevate the brand’s image. A fashion show is a big investment for fashion brands. Today especially with social media exposure, brands aim to create an unforgettable experience that leaves a lasting impression on the audience. One crucial element that contributes to this spectacle is the choice of location. Creative directors and fashion show producers, the visionaries behind these events, meticulously select venues that complement and enhance the narrative of their collections.
But what do they consider when they choose the venue and the set design?
Concept and Theme: