16 March 2011

Save the dancing for the prime time TV slot


Trimpaee at QV Fashion Fusion LMFF 2011


Forever New LMFF Sidewalk show 2011

One thing I saw yesterday at several free general public runway events was the inclusion of over dramatic dancing by yes dancers. Some purists would frown at the idea, and I think I have to agree.

The artistic integrity of the runway should be communicated through the designers collection and their use of colour, cut and fabric choice. Not to say runway producers shouldn't consider interesting choreography for models or a striking backdrop. Compared to last nights Vogue LMFF designer award finalist showcase where the clothes spoke from themselves, along with good old fashion strong walkers like Vanessa Milde and Rachel Rutt bringing the clothes to life.

Future producers of the Runway you may think adding the local dance troupe will make the collection more buyable to your market, but in the end it comes down to the unique design and strong brand philosophy which will make your fashion admires into lovers.

Save the dancing and prancing for the tv, make a pre show film or multimedia piece but please don't make a distraction from the real purpose of the runway to effectively showcase the individuality of the collection. There can be movement of fabric without been over dramatic but realistic. The question is Who do you want your clients to remember? Dancers or Design?

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runway communications - fashion PR | styling | creative

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