New York Fashion Week, it’s an advertising commercial

If you ever look at a Nike commercial you’ll notice that they don’t use the idea of selling their products to you. They don’t shove the idea of how great their shoes will give you comfort or how breathable their sport shirts are that give you more air while being active. Instead they create an experience through real people in their commercials using real life situations that are either facing struggles of self-esteem at the gym or even two soccer teams playing against each other on a field and all a sudden professional athletes start to join play. By using real people it creates a comfort and experience for you about how their products are used instead of selling you an idea of how great their products are.

Fashion designers can be described to do the same as a way to create a social experience for their clothes. New York Fashion Week comes two times a year and it’s the place where designers show case their collections for upcoming seasons while editors, writers, photographers, media, and more take a seat to be a part of it all. They do so in a way of experience, not talking about how the models walking down the runway wearing the designer’s clothes for the upcoming season – it’s about the design of the runway, the backboard, an added grocery store, or even the little house in the center – this all gives a new way to share their collection. 

When you walk into a fashion show every show is complete different. Depending who the designer is their focus area will be structured different too. Whether it’s their back wall and the signage of their name displayed in big high clear readable letters or the walk way of the runway. With New York Fashion Week having shows all over the city in different venues it gives the designer a chance to use that to their advantage as a way to create art display. The art can come in different ways from way the outfit moves, the designer names, a bunch of roses hanging about the catwalk, a doll house, a summer beach, or even 67 lights hanging from the ceiling – whatever the case may be it’s meant to work with the designers new collection.

New York Fashion Week is a season full of surprises and designers will do whatever they can to have over the top shows and experiences. It’s become an advertising commercial to broadcast their clothes to the industry and the public and setting up the runway is the start of it all. Kanye West Spring/Summer 2016 took three weeks to prepare, some take a few days, while others take an hour or so before the show to begin. But however long it takes, designers know that their creative taste for their collection is what the industry will look forward to the most.

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Mahipal SoCal - @mahipalsocal