23 Feb Runway to RNWY: A Fashion Evolution
RNWY is Incubating the Fashion Experiences of Tomorrow
Fashion is now as much a part of life as eating in the modern era. With contemporary designs revolutionizing our perception of style and clothes in general, you cannot fail to recognize the effect of fashion on the society. During a fashion week — whether in London, Milan, Paris, New York, Singapore, Beijing, etc. — one thing is common, a runway.
Before the supermodels hit the runway with over-the-top production and unconventional clothes designs, the fashion events were entirely different. The love affair between fashion shows and runways goes back to the late 1800s.
Here is the history of runway shows.
Racetracks at the end of the 1800s were the ultimate social gathering in Europe where the affluent in the society would meet, bet, and cheer on as races happened. At the time, designers who were business-savvy saw this as an avenue to display their designs to the middle and upper-class citizens.
Models wore the clothes, and this prompted the press and the race attendees to photograph and emulate the designs. This strategy was the foundation of the runway fashion shows we are familiar with today.
The concept worked exceptionally well, and high-end fashion designers took to employing in-house models that showcased the latest designs to their elite clientele. These events included the elite clientele sipping beverages while the models paraded and showcased the latest designs.
As the popularity of the fashion shows progressed, the events turned from private soirées and replaced by scheduled fashion events, which evolved into the fashion weeks we now know today. Paul Poiret and Lucile are notable for their contribution in the popularizing the runway fashion events by their use of tactics to attract a steady flow of attendees.
This period saw entire spaces converted into runways where models paraded latest designs.
Organized Fashion Week
There was an increased in the number of buyers flocking Europe for viewing the most recent designs from the top designers. This prompted fashion houses to hold their events on fixed dates twice a year. This was to maintaining the exclusivity of the designs as well as to avoid the piracy of designs.
In the 1910s, American fashion department stores were hosting their runways. They runway concept became more popular during the WWII after the European fashion houses had to close shop. Stone-faced models with practiced runway struts replaced the walkabout models. The runways were commonly semi-circular or t-shaped.
Presently, the runway’s aim is to increase brand awareness unlike in the earlier years when it was just for selling clothes. The runway has been able to transform simple clothes into desirable fashion. This is evident in the increasing number of fashion week events with excellent designs on magnificent runways.
Welcome to RNWY
How does RNWY fit in? RNWY goes beyond the traditional fashion show; it’s a magazine, vision, and lifestyle brand.
Simply put, RNWY was created to embrace and incubate the fashion — and fashion experiences — of the future. From VR to virtual displays, and whatever may come after.
RNWY is NEXT.