Change And Reconstruction Of Fashion Week MODE

Dior the spring and summer show in 2019 invited five modern dance masters to the ballet.

When it comes to fashion week, those gorgeous fashions and handcrafts that are always gorgeous, or those which are applauded or difficult to understand, are the trends that will be summarized in the quarter and what will become the next must have.

But in addition, in recent years, the great shock of the fashion industry and the changes in the climate of fashion week have made the strategic decision of the fashion house's creativity and brand become the focus of recent topics.

The marathon of the spring and summer fashion week in 2019 lasted for eleven months.

The first series of Celine creative director, Hedi Slimane, took office in Paris fashion week, and received endless questioning. At the same time, the volume of discussion reached unprecedented heights.

Completely abandoning the legendary and elegant legend created by Phoebe Philo's tenure, Celine seems to be turning into a boyish rock brand with strong Hedi Slimane personal style imprint; Riccardo Tisci has a different opinion on the debut of Christopher after Bailey's departure, combining the street breeze with the British professional women image and becoming the hot spot of the cusp.

In addition, Gucci, who moved the show from Milan to Paris, staged a soul of the opera house, which made people speculate about the intention of the brand.

In this highly interconnected and highly developed industry, the brand revolving door of the fashion week and brand has been running at an unprecedented speed in recent two years, and many notable absences have also appeared.

Lanvin, Bottega Veneta, Lacoste, Nina Ricci, a veteran veteran, announced the withdrawal from the fashion week, both in the end of the contract with her creative director this year and in the new stage of preparation.

Zac Posen, Mara Hoffman, Jason Wu and Undercover have abandoned T station and turned to another demonstration form.

Hedi Slimane designed 2019 Celine summer and summer clothing.

Changing the creative director, changing the brand style, changing the site of the show, changing the display mode, and changing the fashion week has become the norm.

In the increasingly impetuous fashion industry, every season of fashion week is like a large entertainment feast. The complex show and the excessive flow of information have made people fall into the confusion that seems to be everywhere, and do not know where to take into account. The meaning of fashion Wednesday is completely changed in the minds of people.

The major brand fashion directors' frequent job hopping, the form of show is becoming more and more diverse, and the designer's collective running away makes public opinion tend to be more and more cold and sluggish in fashion week. Now it is just the beginning of a fall.

Galloway, founder of New York fashion brand digital research think tank L2, has said that today's fashion week has made no profits in return. It has made some people lose confidence and ideals and then run away.

However, the rule of events is that there will be a downturn, and the evaporation of traditional fashion week values will be used as an inevitable event to conform to the circumstances of the times to analyze the reasons and bring us more sober thinking space.

Nina Ricci young creative director portfolio Rushemy Botter and Lisi Herrebrugh.

Under the economic situation, the adjustment of brand marketing strategy is the main reason for the brand to jump off the fashion week or change the show place.

Brands no longer choose fashion week to display clothing, or try to break away from traditional fashions to make seasonal sales on Sunday, or just like Stella McCartney and Thom Browne, and so on. Most of them are because fashion week's system is too conservative, as many as hundreds of brands compete too fiercely, so they can cope with the recession and save money.

The two pillar brands of New York fashion week, Rodarte and Proenza Schouler, responded to the announcement that the change in the venue was mainly due to commercial considerations. The release in Paris will help enhance brand awareness and enhance brand image.

In the past ten years, Victoria Beckham, which has been holding the fashion show in New York, aims to attract more British consumers' attention and enhance brand sales. This time, T will switch to Dover Street in London.

The optimization of Paris fashion week in recent years is actually to conceal the gap generated by the continuous withdrawal of brands. The cold wave of global fashion retailing is the real reason for the change.

From this level, the traditional fashion week of brand running away can also be said to be a brand new mode of communication under the condition of reducing expenditure, and better try the way of maximizing benefits.

Victoria Beckham moved the new series of fashion show to London.

Being hit hard by the environment of the Internet media, the fashion week which was once discussed by editors, reporters, guests and buyers will be taken by professionals to record the impressions and impressions of the series.

The traffic star in the head row and the airport street shot, which once made the design master Oscar de la Renta think that a big show is a waste. Before receiving WWD interview, she once said, "we don't know why we have to make a big show", because it seems that no one is concerned about what the designers have done, but with the social media such as Instagram and so on, the "T platform" is the "present". The "See Now Buy Now" mode that has been popular before several years ago has really subverted the traditional clothing industry, and has provided more possibilities for the luxury brand to make innovations in the way of showing. The exposure rate of social media is also much more important than that of professional commentators. Nowadays, the media pay more attention to those appearing in the show.

Although the old brands run away from fashion week, they can build an extremely diversified fashion week without creating a platform for fashion week.

It is said that the first day of Paris fashion week is the battle between Dior and Gucci. The two luxury brands invariably adopt the mode of theatrical performance. After the opening of Gucci Cult, the model walks out of the stage. The legendary idol Jane Birkin also sang a "Baby Alone in Babylone", while she invited the five modern dance masters to open the ballet. All of these illustrate a problem. Yes, we can take more forms because we can live webcast. At the same time, some designer brands have thought that it is more interesting to leave the traditional fashion show.

Zac Posen has been trying different ways to release the new series since 2017. And just over the past fashion week, he made Gia Coppola take a micro film. The famous actress Maya Hawke, in which 2019 spring summer series were introduced, and one to one push interaction with fashion editor on Instagram.

Although the old brands are running away from fashion week, they feel more and more capable of playing the cards without any common sense. From another aspect, we can see the maturity of some brands. They can build an extremely pluralistic fashion week without the need of fashion week.

Zac Posen presents the 2019 spring summer series in the form of microfilm, Gia Coppola directs, Maya Hawke plays the leading role, and conducts a one to one push interaction with the fashion editor on Instagram.

Youthful and "tide brand", and strive to highlight the sense of existence in the millennial generation, is the starting point for the brand to constantly explore its own style change and replace the creative director.

The brand needs to be injected with fresh DNA in the trend of the times. It is also the significance behind Celine and Burberry's reluctance to stick to legend and succeed.

In October

Before the launch of the new series of 2 days in August, Burberry announced the launch of new Logo and Thomas Burberry printing on Instagram. This is the first time that the brand has changed Logo since 1999, and it has made subversive changes in design.

Burberry released the new Logo and Thomas Burberry printing with the founder's name before the fashion week.

This fusion of high fashion and street clothing is the new director Riccardo Tisci's consistent skill. Whether it removes the concise modern Logo font of serif, or conducts online preheating for the new series, it carries a very deep impression of "tide brand", targeting the target consumer group to the younger generation of highly educated people, who are accustomed to doing homework online and buying online, thus promoting the online ratio improvement.

Riccardo Tisci designed 2019 Burberry summer and summer clothing.

Looking at the traditional luxury brands, such as Lanvin and Bottega Veneta, which are absent from the fashion week, it is better to enter the dormant period of brand strategy adjustment rather than quit.

In mid June 2018, Bottega Veneta announced that the 32 year old British designer Daniel Lee will become the new brand creative director after the 17 year term of former creative director Tomas Maier.

Although the elegant and rich brand image created by Tomas Maier and its sales growth rate have been affirmed by the Kering group, it is obvious that the young designer who graduated from central London Saint Martin is the first step that the brand wants to make changes. The new series of next season will return to Milan fashion week.

Also in August of this year, Nina Ricci Rushemy announced that the designer duo of Rushemy Botter and Lisi Herrebrugh will offer their debut in the early autumn series of 2019 years. This decision is catering to the trend of the current luxury brand, which is relatively unknown to the creative director, such as Gucci Alessandro Michele, Balenciaga Demna Demna and the above.

Next we need to wait and see how Hedi Slimane will win the heart of old Celine.

Gucci 2019 spring and summer show was the first time to run a show in Paris, where the famous Th tre Le Palace was selected.

Is the change of traditional fashion week gradually going to extinction or should it be understood as innovation? A series of upheavals and changes are more like the lows that will be experienced before rebirth. Some people will be pessimistic, but there are also people who are very confident to look forward to it. However, this will not prevent the changes that have taken place and the world trend is changing. Therefore, the traditional fashion week will certainly change away, but in the near future, it will return with a completely new look.