Looking to break out from the pack during Mercedes Benz Fashion Week in New York, some designers like VPL are ditching the runway for something else. Kyoko Gasha reports.
The runway has long been the place where fashion designers reveal their latest creations, but, with so many New York Fashion Week events competing for attention, some designers are using creative ways to stand out from the crowd and to show off their 2015 Spring and Summer Collections. The fashion brand VPL decided not to use runways or fashion models at all. Instead, the brand turned to video and trapeze performers. Kikka Hanazawa, CEO of VPL explains, SOUNDBITE: KIKKA HANAZAWA, CEO, VPL (ENGLISH) SPEAKING: "The fashion runway images are all over the Internet as soon as the show is over, and they are commoditized. And we feel, as a fashion activewear company, also, the runway is not a perfect way of showing our active clothing. It just wasn't convincing. It wasn't authentic. And, for us, it was better to shoot the action and performance beforehand, because doing a performance and fashion show is not possible." But how was this new way of showing the collection received by the attendees? Fashion show producer Ed Brachfeld thinks using real performers is a good idea. SOUNDBITE: ED BRACHFELD, FASHION SHOW PRODUCER (ENGLISH) SPEAKING: "That actually shows it in action on women who are strong and physical and doing things that are not necessarily feminine but which are celebrating the feminine. I think it's kind of amazing." Fashion stylist, Patti Wilson agrees. SOUNDBITE: PATTI WILSON, FASHION STYLIST (ENGLISH) SPEAKING: "It's so sexy, and yet sporty. She managed to make it both work I love it." Because of social media, the fashion show is no longer exclusive to buyers and fashion journalists. Everyone knows the styles in an instant, so shifting the spending from runway to video was Hanazawa's answer. SOUNDBITE: KIKKA HANAZAWA, CEO, VPL (ENGLISH) SPEAKING: "With the help of technology, it enables us now to be able to edit show, the video in short time. It was not possible before. And I think that has given us different options, alternative to runway." Thanks to technology and creativity, at this year's New York Fashion Week, we saw new trends both on and off the runway.