The catwalk show is a relatively recent phenomenon. Its origins can be traced back to the fashion parades that took place in the couture houses of 19th century Paris, but it wasn't until the 1990s that the fashion weeks started to emerge, first of all in New York. For designers, months of hard work are condensed in a few minutes of anxiety, excitement and bliss. The amount of celebrities on the front row reflects their level of public recognition.
Models run from show to show while make-up artists and hair stylists do their best to ensure the way they look matches the collection and the designer's specifications. But the models are not the only ones running, buyers, press and bloggers are also on the go, covering as many shows as humanly possible. Buyers get orders rolling, members of the press go backstage and interview the designer - usually surrounded by TV cameras and microphones - and bloggers get hooked on their laptops and i-Pads to update their followers.
Everything moves at an incredible speed and the cameras keep flashing away, from all those who tried to capture the street style of the extravagant passers-by to the professional photographers always aligned as a pyramid before the beginning of each show. When it comes to shows, everyone has a different agenda but they all expect to be blown away.
When you see show after show, the ones that stay in your memory are those that managed to go the extra mile and create the so-called wow factor, when the designer exceeds expectations and presents something totally surprising and in tune with the zeitgeist. The most eagerly awaited shows are of designers who always come up with something new while remaining true to their identity.
But the number of catwalk shows is simply impossible to manage, why producing all these clothes? What actually happens to the collections? Successful designers can easily capture the imagination of the media and ensure buyers place their orders, and there is an array of marketing and PR teams who keep the business going, along with retail managers and consultants who are pressured to achieve high sales targets on a regular basis.
It's always good to remember that we, as consumers, have a lot of power if only we can see through all the mirrors. Go beyond impressive ad campaigns and celebrity images, think about your body shape, your personality, your lifestyle and what you already have on your wardrobe. This is where your styling skills come into play. Choose brands who clearly state their ethical values and identify their suppliers. Together, we can make a difference!