Runway Shows are Evolving
Runway
Shows are Evolving
10th March, 2024
Fashion shows have changed massively over the last few years, for the better in most cases. But have they gotten boring?
That’s what I was starting to think before the latest courture spectacles from Maison Margiela & Schiaparelli. I was floored by the former, and with very little knowledge or personal interest in make-up, I found myself scrolling videos on Tiktok to find out how the heck Pat McGrath did that. Wow.
Besides the impressive beauty of those shows, they highlight something deeper happening – a shift in what luxury really means today. Focus seems to be tilting away from product and towards experience and emotion as a way to create profound brand aspiration. “Dematerialised Luxury”, as it’s called in this Forbes article.
As a luxury brand professional, this makes the luxury landscape more exciting than ever, with a huge amount of opportunity for luxury players that have a razor-sharp brand strategy in 2024.
If you or anyone in your network need some help with anything related to brand marketing in the luxury, fashion or circularity space, drop me a message. If you’re just looking to talk and share ideas, I’d love to connect too.
