London Fashion Week’s Autumn/Winter 2015 marked an ongoing effort by designers to optimize runway sets for Instagram sharing.
London Fashion Week’s Autumn/Winter 2015 marked a continued effort by designers to optimize their product, and their runway sets at fashion shows, for Instagram sharing—using visual novelty, theatrics and spectacle to inspire snapping pictures and videos.
Hunter’s show featured a string of waterfalls mounted on stilts for models to meander around. Erdem’s theatrical show was set in a series of dressed narrative-themed rooms, at the Old Selfridges Hotel. The retro stage set rooms were covered in flocked wallpaper and dressed with mid-century furniture and vintage magazines as props. There were velvet wing chairs, ’60s television sets and tables set with aerosol cans of Elnett hairspray—as if the woman the designer had built the fashion collection for lived there. Anya Hindmarch’s shows are famed for their theatrics, and this time the spectacle continued. There was a performance by the London Gay Men’s Chorus, who were dressed in bright orange road worker gear. Handbags featured lots of road sign motifs or Little Chef logos (the famed U.K. roadside café chain). There were Little Chef-branded lollipops on seats with “Fashion Sucks” as the slogan. Roksanda Ilincic’s show featured a psychedelic mounted multicolor set designed by Gary Card. Markus Lupfur, meanwhile, tapped into the current love among fashion bloggers for sharing pet Instagrams. Models showed off their looks while clutching real-life white bunny rabbits. All were duly snapped and shared by bloggers and journalists.
We spotted this in our Do You Speak Visual trend, part of 10 Trends for 2014 and Beyond. Consumers are increasingly prioritizing visual social media, communicating in emojis and sharing images of moments in their day-to-day lives. Tumblr and Instagram are now the fastest growing social networks globally. According to Pew Research, 54% of U.S. Internet users post photos or videos they’ve created, up from 46% in 2012, and people are taking more photos based on experiences vs. things in the last five years. More brands will need to think about how to create moments, interiors and products that inspire sharing visually.
Image credit: Elle