{"id":349617,"date":"2023-03-07T18:15:59","date_gmt":"2023-03-07T17:15:59","guid":{"rendered":"https:\/\/highxtar.com\/?p=349617"},"modified":"2023-03-07T18:15:59","modified_gmt":"2023-03-07T17:15:59","slug":"has-the-virality-of-the-show-eclipsed-the-clothes-on-the-runway","status":"publish","type":"post","link":"https:\/\/highxtar.com\/en\/has-the-virality-of-the-show-eclipsed-the-clothes-on-the-runway\/","title":{"rendered":"Has the virality of the show eclipsed the clothes on the runway?"},"content":{"rendered":"

When the viralization of the show, or of that eternal search for inordinate influence to capture the collective gaze, becomes the truly substantial thing in the Fashion Weeks, beyond the material, the clothes or the collections devised.<\/strong><\/p>\n

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In times of aesthetic and visual overstimulation, capturing the viewer’s attention becomes an arduous and laborious task that must be supported by a disruptive concept or a divergent story that transcends the plane of material reality to connect with the emotional. In an idea that provokes reactions that defuse the general desensitization to which we are subjected, as Coperni<\/strong> demonstrated with her sculptural spray-painted dress for her SS23 runway show.<\/p>\n

The latest edition of the Fashion Weeks have then glimpsed that whole scenario or paradigm crossed by a constant: the virality of the show. From Heliot Emil<\/strong>‘s model wrapped in flames, to Collina Strada<\/strong>‘s sinister chimeras, Coperni<\/strong>‘s interactive robot dogs or Sunnei<\/strong>‘s crowdsurfing concept: creativity, transformation and experimentation now collide to become the maxims of Fashion Week.<\/p>\n

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FASHION AS SPECTACLE<\/strong><\/h5>\n

All these brands, most of them installed in the emerging phase of fashion, need to provide and expose such turns or subversive concepts on the catwalk stage. And, although they continue to design complete collections, now the collective vision and judgment is transformed: people no longer talk about the garments themselves, but about the expectation generated at the show.<\/p>\n

That aura of notoriety that designers or creative directors pursue, or post-show veneration, seems to have become the ephemeral trend of the moment, encompassing all the others. A latent current that has been masterfully followed by Beate Karlsson’s AVAVAV<\/strong> brand.<\/p>\n

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A post shared by AVAVAV (@avavav)<\/a><\/p>\n<\/div>\n<\/blockquote>\n