"We’re traveling the Midwest in search of designers who deserve more recognition, are ready to bring their work to larger markets, and believe in their brand enough to share it with the world."
The Why
Stop number three on our Midwest Fashion Week tour has brought us a time to reflect on our “why?”.
You might have even be wondering: Why are they going to all of these shows? What are fashion shows for? Who attends these shows? Why do fashion shows even exist?
Let’s start with the purpose of a runway show.
The History
Historically, these shows started as an exclusive presentation format to showcase new designs on live models for loyal and potential clients, industry decision makers, retail buyers, and media outlets to attend. The entire point was to preview collections to those who would ~hopefully~ guarantee sales by the time production was underway.
Essentially, fashion shows have two main purposes:
However, in the age of pedestaled celebrities, influencer marketing, and viral social media trends, runway shows have turned into just another excuse for putting on a fancy event. In other words, it seems we may have lost the plot.
"Just as we’ve normalized attending maker’s events, farmer’s markets, and opting for locally-owned over corporate chain stores, we can incorporate runway shows into our social calendars as well to further revolutionize how we shop for clothing."
From global heritage brands to the middle American makers, fashion shows have the potential to level the playing field and give everyone a chance to curate their artistic worlds and share them with those who will invest in their vision.
The Future
As co-founders of ShowHaus, a platform aimed at bringing business to independent designers, it is imperative that we have a pulse on the indie fashion scenes to make sure we’re bringing you the next great designers for us all to support.
Attending fashion weeks and runway shows is about so much more than putting on a wild outfit, taking photos, and sharing trends.
We’re traveling the Midwest in search of designers who deserve more recognition, are ready to bring their work to larger markets, and believe in their brand enough to share it with the world.
The Call to Action
With all that being said, runway shows that are accessible and even tailored to the public are an incredible way to bring even more eyes and potential sales to designers all over the world! We no longer need to wait for the biggest magazine to cover collections, or big box department stores to carry a label before it becomes successful.
We, as the public, can have a HUGE impact on the livelihoods of these designers by attending shows, sharing our experiences, and putting our money where our mouth is!
Think of a runway show like an artist’s gallery exhibit; the point of the show is to display the work of the artist for people to observe, connect with, learn about, and potentially purchase. A fashion show is no different.
Just as we’ve normalized attending maker’s events, farmer’s markets, and opting for locally-owned over corporate chain stores, we can incorporate runway shows into our social calendars as well to further revolutionize how we shop for clothing.
In today’s day and age, fashion shows are for everyone. We encourage you to seek out local fashion events near you and use them as an opportunity to discover new-to-you designers to support instead of your go-to fast fashion conglomerates.
Need a place to start? Head to our designer directory and events pages to get started supporting small businesses in the fashion industry!
xo,
S+H
