Swings And Roundabouts: What Impact Are Profligate Fashion Exhibits Having On Emerging Fashion Desig

Each season Fashion Week is becoming more concerning the spectacle than the styles we see

, and for spring/summer 2012 this was more obvious than ever.

Models draped in next season's trends seem to have taken a back seat and seem to play a minor role in creating this theatrical backdrop that an escalating number of shows are becoming. It's no shock that amidst the scores of inflatable animals (Meadham Kirchhoff), crystal white carousels (Louis Vuitton) and oversized coral reefs (Chanel), fashion appears to have lost sight of itself and wound up a step back from the new wave of elaborate shows sweeping the catwalks.

One might ask if fashion designers are so certain within their collections, why are they distracting us with the dramatic backdrops encircling their shows? However, there is a definite possibility that the exceeding degrees of confidence oozing since the theme tables of these innovative minds is the reason they've transformed their shows into bigger and better things. For designers who are continually developing season after season, and at no point lack any assurance within their collections, where's the harm in having a crack at something new.

But while we sit back and like the fresh, elaborate shows we indulge within twice a year, our thoughts should turn to the wider implications such economic extravaganzas might have on the next generation of innovative minds.

For recognized fashion houses these excessive sums of money resulting in such impressive shows is just the next step forward for fashion as they see it, but for emerging designers these displays of wealth are yet a further reminder that they couldn't be further away since creating a runway of such popularity. Fashion design student at UCA Epsom Alice Bennett admits: "I worry about the costs and whether I'll be able to compete with bigger fashion designers or that I won't find any sponsors to help with these costs. I want to stand out and not be compared to other designers but I do think that a good designer will find ways of making shows unique, even without the funds."

Even if there are schemes set up to assist fund Britain's budding talent, such as the BFC/Elle Talent Launch Pad and NEWGEN, who both support fashion designers and their businesses through advertising and PR opportunities and by contributing to the price of their shows, if high-end fashion houses carry on to produce such theatrical shows and the public curiosity remains with them, then the future for materializing designers is beginning to appearance somewhat bleak.

Despite the fact that such theatrical sets may inspire the eye to stray away since the designs, it seems this new approach to the fashion performance is being welcomed with open arms. Out of 24% of people surveyed that did not follow Fashion Week, 67% said they would be more prone to follow it if more designers were creating such elaborate shows, proving that the recent rise within these fabulous catwalks could well be the motive for a whole new abundance of fashion followers. If this is where the public awareness lies then how is a financially unstable theme graduate supposed to capture and hold the awareness of enough people to secure a future for their brand.

With so numerous designers presenting worldwide each season, 67 alone at London Fashion Week, a assortment needs to be remembered, and the ability to motif a performance that is so unique, takes money. TellusFashion Editor, Olivia Pinnock says: "I am still hearing and seeing pictures of the Chanel and Louis Vuitton shows because they were so distinctive. That is superb press for both companies and will ultimately lead to sales of the clothes."

Fashion motif has always been about producing something new and original, and the designers who make it are the ones who spot this and excel in it. Alexander McQueen, Holly Fulton and Christopher Kane are just some of the British fashion designers whose fresh attitude to fashion, time after time, saw them winning awards and got them where they are today. But with this obvious new approach to the fashion performance, focusing our attention on much more than just the clothes, looking set to stay, how are graduate designers expected to keep their heads above water within an industry where money is the driving force behind everything?

Possibly, as we find ourselves nearing 2012, it just might be that while fashion will carry on to reinvent itself season after season, perhaps the regularity of the runway has run its course. After all, fashion is all about freedom of expression, and there seems to be no better place than the runway for a designer to do just that. With less than 3 months until next season's Fashion Week, talk of what fantastical productions will be shown is already around, and if last season's spectacles are anything to go by it would seem we are in for another round of theatrical treats. Though maybe this time round whilst we're lusting after Louis Vuitton or musing after Mulberry, we have to make some time for a designer we've not heard of, who perhaps without the coverage and much needed appreciation will fall by the waste line and by this time next year will be nothing but a distant remembrance of an attempt at something great.

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