Beyond Runway
Beyond Runway
In the world of fashion, "Beyond the Runway" is a that signifies a shift in focus from the traditional, exclusive catwalk show to a broader, more inclusive, and multifaceted understanding of the industry. It encompasses everything that influences and is influenced by fashion outside of the controlled environment of a runway presentation. Here are some of the key concepts and elements that fall under the umbrella of "Beyond the Runway" in fashion: * Street Style and Subcultures: This is perhaps the most significant aspect of "Beyond the Runway." It recognizes that fashion trends are no longer dictated solely by designers in their studios.
Instead, they are born from the creativity of individuals on the streets, within different subcultures (e.g., punk, hip-hop, skate culture), and in diverse urban environments. Street style has become a powerful source of inspiration for designers, with many runway collections directly borrowing from or paying homage to what people are wearing in their daily lives. * Social Media and Influencer Culture: The rise of platforms like Instagram, TikTok, and YouTube has democratized fashion. Anyone can be a fashion influencer, and the outfits they share with their followers often have a greater impact on what people buy and wear than a traditional runway show. This has created a new ecosystem where trends are identified, amplified, and spread globally at an unprecedented speed.
* Sustainability and Ethical Fashion: The conversation around fashion has moved "beyond the runway" to address its environmental and social impact. Consumers are increasingly demanding transparency and accountability from brands regarding their supply chains, labor practices, and use of sustainable materials. This has led to a growth in circular fashion (e.g., rental and resale platforms), upcycling, and a focus on slow fashion. * Technology and Digital Fashion: Technology is creating new frontiers in fashion that extend far beyond physical garments. This includes: * Digital Fashion: The creation of virtual clothing for use in video games, the metaverse, or for digital-only photo shoots. * Fashion Films and Storytelling: Brands are using cinematic narratives and short films to convey their vision and emotional connection with consumers, moving past the simple display of a collection. * AI and Data Analytics: Companies are using AI to predict trends, personalize recommendations, and optimize production, making the industry more efficient and responsive.
* The Business of Fashion: "Beyond the Runway" also refers to the crucial, but often overlooked, business side of the industry. This includes retail strategies, e-commerce, marketing, branding, and the financial decisions that determine a brand's success. It's about understanding how a runway collection is translated into wearable, salable goods that resonate with a global consumer base. * Inclusivity and Representation: The fashion world is being pushed to be more inclusive in its representation of different body types, ethnicities, genders, and abilities. This shift has gone "beyond the runway" by demanding more diverse casting in ad campaigns, greater accessibility in clothing sizes, and a more authentic representation of the world's diverse population. In essence, "Beyond the Runway" is a recognition that fashion is not just about clothes on a catwalk. It is a dynamic and evolving cultural force, a reflection of society, and a multi-billion dollar industry with complex economic, social, and technological dimensions.
Vijay Garg Retired Principal Educational columnist Eminent Educationist street kour Chand MHR Malout Punjab
