For lots of brands—particularly those in the emerging designer realm—the runway is no longer on the runway. More and more forward thinkers are walking away from the traditional conventions of Fashion Week and doing their own versions of theater, presentation, experience and the big reveal.
Scenes of Olivia Kim and the crew in Koché’s runway/alleyway during the fall shows in March.
Here’s an amazing example: when SPACE designer Christelle Kocher unveiled Koché’s current collection in Paris last March, she did so not in a staid, classroomlike setting but in a bustling, multilingual alleyway in the middle of the city.
The result felt something like the French version of a glamorous flash mob, with the pranksters dressed in patchwork velvet and bejeweled tomboy silhouettes. We’re lucky enough to have video footage of it—in anticipation of the next season of Paris Fashion Week. We’re sharing it here.
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