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Fashion Shows Like Viktor&Rolf

2008/7/11 14:53:00 67

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Holland designer Viktor &Rolf, who is famous for his dramatization, recently carried out the classic design of 15 years in London at the BBI Art Museum in London.

This time, they simply put up the stage, homemade dolls, and put the fashion into a huge doll house.

Viktor &Rolf is not the first designer to put drama on T stage in the dazzling fashion circle.

As an important part of fashion marketing, fashion conference is no longer a simple "commodity promotion conference".

The designer tried every means to turn T into stage and turn himself into a director of a big play.

Fashion

As a media for designers to communicate with the media, fashion shows are far from the original "commodity promotion conference".

Actors, spectators, sets, many of them, plus the last curtain call of designers and models, we can see that there is no essential difference between fashion show and stage art.

The audience passively accepted the "drama" on T, but this did not prevent them from actively wearing fashionable clothes in the future.

Fantasy Fashion Show

In the 60s of last century, lighting and acoustics were introduced into fashion show production.

Since then, fashion shows have increasingly become "playless dramas".

Today, this dazzling fashion show begins with Christian Dior and Givenchy.

At that time, LVMH Bernard Arnault wanted to renovate several fashionable old buildings. John Galliano and Alexander McQueen were invited to Christian Dior and Givenchy respectively.

Bernard gave two young men full freedom of creation, but asked them to repair and renovate two old buildings into dreamy palaces.

In 1998, John Galliano invited the spectators to the Oster Rees railway station, which was decorated as "the wind". A whistling train roared into the station, and the models slowly walked down the catwalk.

At the same time, Alexander McQueen's new design for Givenchy, inspired by the last missing Princess of the Czar, the princess of Russia, dressed up as a Russian princess, was placed in a tropical rain forest. She actually produced an Amazon waterfall in the show.

In the same year, Vanessa Beecroft, a behavioral artist, employed 50 models in the Guggenheim art gallery to pose in Gucci gallery and high heels.

They could not speak and could not move. For the whole 3 hours, they could do nothing but stare at the audience.

Obviously, as a generation, John Galliano Alexander McQueen and Vanessa Beecroft confuse the audio-visual of identity barriers between designers and artists.

Of course, big group companies are not fools. Huge sums of money are not invested to achieve John Galliano and Alexander McQueen's personal dreams. There is only one purpose: let media reports be more violent.

In fact, it worked very well, and the two companies, which had already been very gloomy, quickly consolidated the brand position of "ultimate fantasy" because of several spectacular scenes in 1990s.

Roland Barthes questioned in the fashion system: Semiotics and costume code: "can a garment convey any meaning without description, comment and explanation?"

To a certain extent, the dramatic fashion show is just more strongly weaving the web of meaning of fashion.

2008 in the autumn and winter Louis Vuitton fashion show, 10 supermodels were dressed as artists' little nurses in Richard Prince's writing, and they intuitively worked out the whole series of questions.

Alexander McQueen is the best player.

He named his brand the 1999 autumn and winter series "shining."

The whole show reproduced the scene in Stephen King's novel of the same name. The show was arranged into a wasteland in winter, with trees, frozen lakes made of 25 tons of ice, and the wind and wolf howls continued in the show.

Such a specific and shocking drama scene makes the Alexander McQueen series become the darling of the media.

The designers who taste the sweetness expand the budget of the fashion show every quarter at an unlimited speed.

Of course, the clothes presented in a perfect show may not always become "commodities".

It may just be a costume.

Alexander McQueen once placed a model in white on a circular turntable in the 1999 spring and summer conference, and placed a robot at each end.

When the model rotates, the robot constantly produces yellow and black pigments, and falls on the white clothes of the model.

In the spring and summer series of 2006, he simply put the 3 dimensional projection onto the stage, so that Kate Moss appeared like a ghost and disappeared like smoke.

Obviously, Alexander McQueen has no intention of making the two shows' high-tech performances his footnote, but is constantly strengthening his status as a "sophisticated" representative of the contemporary fashion world.

The fashion show itself is also like a "drama" that entertain the media. As long as the stage is novel enough, the media coverage will work harder.

Unfortunately, many of today's fashion critics are tired of the unpractical shows. T's "fancy tricks" are increasingly becoming a pointless gimmick.

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