Swings And Roundabouts: Whatever Impact Are Profligate Fashion Shows Having On Emerging Fashion Desi

Each time Fashion Week is becoming more about the spectacle than the styles we see

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

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

One might ask if fashion designers are so convinced in their collections, why are they distracting us with the dramatic backdrops encircling their shows? However, there is a clear chance that the exceeding levels 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 in their collections, where's the harm within having a crack at something new.

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

For established fashion houses these tremendous sums of money resulting within such astounding shows is just the next step forward for fashion as they see it, but for emerging designers these displays of wealth are yet another reminder that they couldn't be further away from creating a catwalk of such reputation. 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 special, even without the funds."

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

Despite the fact that such theatrical sets may inspire the eye to stray away from 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 producing such elaborate shows, proving that the recent rise in these fabulous catwalks could well be the reason for a whole new abundance of fashion followers. If this is where the public attention lies then how is a financially unstable motif graduate supposed to capture and hold the awareness of enough people to secure a future for their label.

With so several designers showing worldwide each season, 67 alone at London Fashion Week, a assortment needs to be remembered, and the ability to motif a show 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 eventually lead to sales of the clothes."

Fashion design has invariably been about creating something new and original, and the designers who make it are the ones who spot this and excel within it. Alexander McQueen, Holly Fulton and Christopher Kane are just some of the British fashion designers whose fresh view to fashion, time after time, saw them winning awards and got them where they are today. But with this evident new approach to the fashion performance, focusing our awareness 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 the whole thing?

Perhaps, as we find ourselves nearing 2012, it just might be that while fashion will go on to reinvent itself season after season, possibly the regularity of the catwalk has run its course. After all, fashion is all about freedom of expression, and there seems to be no better place than the catwalk for a designer to do just that. With less than 3 months until next season's Fashion Week, talk of whatever fantastical productions will be shown is already around, and if last season's spectacles are anything to go by it would seem we are within for another round of theatrical treats. Though perhaps 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 possibly 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 effort at something grand.

by: kenms6bzhe

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