Do you remember this Louis Vuitton show?
This fashion show already had this smell of mass consumption vision.
As I have already told before, fashion world had already jumped into the globalization process and entered in the mass consumption era, to become an industry.
It is not about elite, social distinction, private world. It is now about producing, distributing all around the globe, selling, marketing.
This LV show already was this symbol of this change, of the easier access everyone had to fashion, just walking through a mall making your ordinary shopping.
Who could blame it? The world has changed. Fashion is for everyone (who has the money for.)
But during this season's fashion week, I have noticed more and more this trend.
So many shows and designers highlighted this new consumption through their collection.
In Milano, NOBODY missed (for, in my opinion, pretty bad reasons. I won't expand on my opinion on this awful collection) the Moschino collection by Jeremy Scott.
The creations were basically based on mass-consumed and globalized products, brands. Models were simply dressed up as living-products : Mc Donald's, SpongeBob, or holding a shopping bag with big logo on it. You had the impression to be in a documentary about globalization.
What was the idea? Marketing buzz? (it worked) (does ugly sell???)
Or showing we have become what we buy?
After this, in Paris, Balenciaga presents its new type of bag, completely inspired by... shopping paper bags.
Why having a handbag when you can directly have the bag used to shop? As if it was the new priority in the utility of our bags. We're made to shop.
And then, just this morning, Chanel presented its new collection. As always, Karl Lagerfeld made it big : he transformed its usual venue Le Grand Palais in a huge...
Chanel shopping center.
We have to admit, it's impressing. I still admire the infinite imagination of Karl.
Everywhere, you had basic everyday life products, in a Chanel version.
And this is fun.
And the show relied on basically models doing their grocery shopping, walking through the supermarket with their trolley or shopping basket.
Most of the shoes were sneakers, as every woman would do her food shopping.
What I've seen there?
I don't know. My impression was again this new down-to-earth approach. Fashion is for everyone, like food, like Mc Donald's, like whatever you want. I don't know if we can really call it democratization, because don't worry, it is not because Karl presented the collection in a grocery shop that the price tags will be the same that the Chanel ham.
But, there is still this approach. This approach putting supermodels in the same environment that all the other people every week, and not in a magical and completely out of our world designed catwalk.
But which image does it bring to me? I don't know... Are we simple consumption-robots, walking back and forth in a supermarket wearing expensive clothes ?
I am happy about the evolution of fashion industry. I don't think the traditional approach of the fashion world as an exclusive and secret world is still relevant.
But the interpretation I saw on certain shows let me skeptical.
What about you? What do you think of these shows? What does it appeal in you?
I will do another post with the collection I really liked during Paris. Because besides that, I still saw beautiful truly beautiful shows and clothes during the past few days.