Among all communication channels a brand can choose from nowadays, runway is still the best way to communicate values to the public. Maybe because runway is the natural habitat of fashion, even if today clothes and accessories are shown just about anywhere – Instagram being the most quoted of all. And maybe because runway has something difficult to explain and hard to recreate online – the magic of being there, physically, and the possibility to give to your public a complete sensorial experience. Or again, the illusion to be far from the mere purchase and the elevation, in this last sense, of garments in something closer to works of art, the spectator being invited to take pleasure from. Runway is a story.
Whatever it is the reason, the illusory universe specifically created to show the collection brings an added value, which brands use to take advantage from for their business. Latest collections from past seasons are not different. On the contrary they have been more significant than ever.
Menswear fashion shows and ready-to-wear collections inspired us last months, because they really were meaningful. Bright, innovative and deep, collections were beautiful on the aesthetic level and they were inspiring about new tends we are so looking forward to try. But they were so beautiful also because of their inner dialogues, able to make us reflect.
words by Giulia Greco