Fashion Week is terribly antiquated. It started off as the only way buyers, insiders, and editors could see and report on collections. With the advent of the internet and injection of consumerism, it has ballooned into a multi day circus of endless shows, parties, preening, and popping champagne. While enjoyable, now that shows can be streamed online, the industry no longer actually needs to keep the charade going. Denna Gvasalia of Vetements and Azede Jean Pierre are two designers who have decided to gracefully bow out of the fashion show system.
In an article on Vogue.com, Demna Gvasalia of the uber popular label Vetements said, “We are not going to show in the classical system anymore. I got bored. I think it needs to enter a new chapter. Fashion shows are not the best tool. We did the show in the sex club, the restaurant, the church. We brought forward the season, we showed men’s and women’s together. It’s become repetitive and exhausting. We will do something when there’s the time and the need for it. It will be more like a surprise.”
Azede seconded Gvasalia’s emotions, telling FashionBombDaily.com, “I did this exact thing! And my life is so much for filled, I’m working on my own time and I get to work on beautifully amazing inspiring projects as well.”
It’s way past time for fashion to evolve and embrace new technology and the new consumer. Fashion Shows and Fashion Week are marketing tools; they’re the icing on the cake. While nice, fun, and fast paced, they are unnecessary. And I’m sure the Fall, Spring, Pre-Fall, Resort, Cruise obligations are supremely taxing. Why not just create what you want, when you want, and feed it first hand to your fans via social media?
What do you think?