It’s all about the presentation. And leave it to fashion brands, the philosophical kings and queens of luxury culture, to take it to the next level. We’ve rounded up some of the most extravagant runway shows we’ve seen, from models crossing desert sands, to french geese parades or giant branded supermarkets.
1. Chanel SS14. Le Grand Palais, Paris Fashion Week
In what can be defined as a brilliant marketing manoeuvre, Karl Lagerfeld decided to turn his space at Le Grand Palais into a giant supermarket to debut his womenswear collection. The best: the isles full of hundreds of Chanel-branded products in packagings designed specially for the show, all stamped with the iconic luxury brand logo. Fashionistas practically looted the shelves when they heard “Dear valued customer, the Chanel store is closing”.
2. Louis Vuitton Spring 2012
The fashion house has also mastered the art of recreation. On this occasion, the main attraction was a larger than life carousel to display its sugary sweet creations.
3. Dolce and Gabanna SS15. Private Alta moda collection show at Capri island.
Stefano Gabbana and Domenico Dolce chose a theme for its Alta Moda collection, La Dolce Vita, and made the dream a reality. The house invited 200 VIP clients and press on a trip to Capri Island. Upon arrival, they were ferried on small boats to the Faraglioni rocky beach, where the show started and they were immersed in Dolce&Gabanna’s romantic ode to Italy.
4. Givenchy SS14, Halle Freyssinet in Paris, France
“A car crash of two cultures - the fragility of Japan and the draping of Africa.”. This was Givenchy’s inspiration to show off its new SS14 collection. But this had to be adjusted a tad to be media material, that’s why they decided to pile up vintage Jaguars, Mercedes, Bentleys, BMWs and Saabs in the center of their circular runway.
5. Alexander McQueen SS99
One of the most memorable moments in the history of runway shows is this one created by Alexander McQueen back in 1999, where two robots spray-painted a dress worn by the model Shalom Harlow.