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Why You Won't Find Some Clothes In Stores After A Fashion Show
365 Days of Fashion

Why You Won't Find Some Clothes In Stores After A Fashion Show

365 days of fashion: the e-ncyclopedia of fashion

Sep 23, 2024
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Why You Won't Find Some Clothes In Stores After A Fashion Show
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Monday, September 23, 2024


You are reading a free preview of an article from 365 days of fashion - our daily newsletter that teaches fashion industry fundamentals.

Our subscribers receive 5 quick-to-read emails per week in which we explain behind-the-scenes of the fashion industry, iconic collections and shows, key fashion design and business terms, fun facts about designers and editors, the history of magazines, and much more. Plus, every Friday we send a list of the latest fashion job and internship offers, and we run a monthly fashion book club.

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Does anything sound strange to you? Indeed, not all the pieces we see in a fashion show will then be produced and sold in stores. And you are probably wondering why a brand designs clothes that no one would wear in the first place. Here is why. 

The first reason why so-called unwearable garments are created is for the sake of art. You can see the collection as a work of art by a designer who is willing to show their creativity and technical skills to the public (they are not called creative or artistic directors for nothing after all). Fashion shows are not only meant to be practical and commercial; if a brand wanted to show its latest collection

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