rewrite this title Fashion Shows in the Metaverse Era

Whether it’s Alexander McQueen’s iconic No.13 or Plato’s Atlantis collection, Gucci’s legendary Fall/Winter 1995 show, or Maison Margiela’s unforgettable 2024 couture presentation, some fashion shows have etched themselves into our collective memory. Chanel’s elaborate Grand Palais settings or Hussein Chalayan’s culturally rich, historically inspired narratives transport us to otherworldly realms season after season. These moments are more than visual spectacles—they are cultural references that continue to influence the zeitgeist and shape the future of fashion.

But fashion, as ever, is in a constant state of transformation.

Today, there are over 150 fashion weeks held globally. Flagship events like New York Fashion Week host more than 300 shows annually, while the average fashion week features around 50. That totals over 7,500 fashion shows per year—a staggering number that inevitably raises a critical question:Where are fashion shows heading in an age where every moment is instantly broadcasted to the world?Are they shifting into digital experiences, or will they continue to exist in their traditional forms?

A Century of Fashion Shows: From Silent Elegance to Global Spectacle

Fashion shows began in earnest in the 1910s when Paul Poiret transformed presentations into social events. Until the 1950s, shows were held in salons, where models glided silently past the audience, the only sounds being the rustle of fabric and whispered model names. Often, their grand skirts would tip over champagne glasses or ashtrays in the cramped spaces.

By the mid-century, the narrative changed. Fashion entered a more professional realm—luxury retailers discovered the marketing power of frequent, prestigious shows. The 1960s saw the rise of ready-to-wear fashion and dynamic presentations driven by designers like Mary Quant, turning runways into stages for the modern woman’s energy and freedom.

In the 1980s, Thierry Mugler and Gianni Versace elevated fashion shows to theatrical extravaganzas, merging fashion with pop culture in dazzling, arena-style events.

The 1990s and 2000s: Fashion Goes Global

In the decades that followed, fashion became a global phenomenon. Houses like Fendi staged shows on the Great Wall of China, Chanel turned Grand Palais into a cathedral of creativity, and Dior blurred the lines between dream and reality in its storytelling.

Meanwhile, the rise of social media began to reshape the industry entirely. What was once reserved for elite audiences could now reach millions of viewers instantly on platforms like Instagram, TikTok, and YouTube. A show wasn’t just a performance anymore—it was a shareable, viral event. Likes, comments, and shares began influencing how success was measured.

Today, digital engagement is as important as physical attendance, with brands focusing on lasting online impressions and maximizing reach across platforms.

The Pandemic as a Digital Turning Point

The COVID-19 pandemic accelerated this digital shift. With physical shows canceled, fashion turned to virtual spaces for survival. Livestreams, interactive digital shows, and virtual presentations became the new norm.

Creative adaptations like Moschino’s puppet runway or Maison Margiela’s cinematic presentation revealed the artistic potential of digital formats. These weren’t just contingency plans—they were reimaginings of how fashion could be expressed.

Post-pandemic, fashion shows have evolved into hybrid experiences, combining physical presence with the unlimited reach of digital platforms.

The Rise of Immersive Fashion

Fashion is entering a new era—one that transcends clothing and catwalks to deliver multi-dimensional storytelling. The aim is no longer just to showcase a collection, but to immerse the viewer in a sensory journey.

For example, Balenciaga has developed an app compatible with Apple Vision Pro, offering 4K resolution runway footage, interactive lookbooks, and mixed reality experiences. Imagine watching an Alaïa show from your living room, feeling as though you’re in the front row, examining each fabric texture in stunning clarity.

As a result, venue design is also transforming. Grand halls and historic buildings may give way to limitless virtual landscapes. Picture Louis Vuitton presenting a collection on a Martian backdrop, or Dior unveiling a dreamlike universe that morphs in real time with each model’s step. These scenarios combine art, technology, and narrative to deliver deeply immersive storytelling.

A Lifeline for Independent Designers

As economic pressures mount globally, digital fashion shows have become a promising alternative for emerging designers and small brands.Traditional shows are expensive and logistically complex. Even renowned designers like Dilara Fındıkoğlu have had to cancel shows due to high production costs.

Digital platforms lower these barriers. With tools like VR (Virtual Reality) and AR (Augmented Reality), young creatives can present visionary collections to global audiences without the burden of physical venue costs. Platforms such as ShowStudio and Instagram Live have become launchpads for new talent, offering freedom from traditional constraints.

The Counter-Trend: The Return to Presence

Despite the digital boom, some brands are pushing back.The Row, known for its minimalist luxury, has enforced a strict no-phone policy at recent shows to encourage mindful presence. Similarly, during his tenure at Bottega Veneta, Daniel Lee famously deleted the brand’s social media accounts, inviting speculation on how fashion can exist outside the algorithm.

These approaches create a kind of digital detox, allowing attendees to truly experience the garments and atmosphere. They invite us to question whether screens can ever replace the electricity of being there, in the moment, as the lights dim and the first model steps out.

A Question of Balance: Digital vs. Physical

As fashion embraces digital freedom, the question remains—can virtual experiences recreate the iconic moments of past decades? Can they replace the thrill of seeing Naomi, Linda, and Christy strut down a runway, or the goosebumps of attending a Karl Lagerfeld spectacle at Grand Palais?

Digital shows allow for global participation and endless creativity, but can they replicate the communal spirit, the shared breathlessness of a live audience?

Traditional fashion shows have long combined art, community, and live storytelling in a way that’s hard to reproduce virtually. Whether or not digital formats can capture that deep emotional resonance remains to be seen.

Conclusion: The Future Is Hybrid

Fashion shows are no longer confined to runways or screens—they are evolving into cross-platform experiences. Whether you’re donning a VR headset at home or sitting in the front row at Grand Palais, the goal is the same: to feel the story, not just see the clothes.

The future may lie in finding the balance—between the tactile richness of the physical world and the infinite potential of the digital one. Whichever path fashion takes, one thing is certain: the show must go on—everywhere.

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