Every year I’m there, right in the middle of MQ Vienna Fashion Week. I love the bustling energy, the chaos that if you look closely really isn’t. I love it when I get the whole picture – interviewing designers, talking to make up artists and models, seeing the smiles behind the stage and the “serious model faces” on the runway. Finally, I enjoy catching these special moments with my camera. Being part of it all is amazing.
Yet, I also realise that to me the event as it is – see and be seen – isn’t really what I am looking forward to. The individuals behind fashion are much more fascinating than the fashion world itself. It doesn’t mean that I don’t like looking at people and swooning over their stylish appearance or awesome dress code, but the stories that the designers, make up artists and photographers have to share just inspire me so much more.
On August 18th, 2017 I stumbled upon a video on Facebook where Li Edelkoort said:
“…Fashion is still working in a 20th century mode, celebrating the individual, elevating it-people developing the exception in a society hungry for consensus and altruism. A world where individualism is long over.”
And it kept me thinking even to this date. Is a runway show still necessary? Is this what consumers are really looking forward to or want to be part of? It clearly works since the rows at MQVFW 2017 were well-filled with local fashionistas. But isn’t a fashion week mostly for showing off – being seen and judging others? And finally ending up as that individual that Li is calling old-fashioned?
What’s for sure is that the world is changing towards a more green and collaborative lifestyle and designers need to go along and design for long-term rather then seasonal. Therefore, I do think, that a change in presentation must occur. But what will it be? Will the trunk-show be reinvented as Ms. Edelkoort is implying or will we have pre-shows before the main event to enlighten our audience even more? Let’s stay alert and keep our eyes open for upcoming trends.
#mqviennafashionweek #fashioninvienna #liedelkoort
For now feel free to enjoy some backstage impressions from MQVFW 2017.
MQVFW17 backstage: Malan Breton (1) (2) // MUA at work // TrueYou // Karl Michael (5) (6) //
Miau by Clara Rotescu (7) (8) // Smaranda Almasan // Closing Show by Mario Soldo (10) (11) // all © Corinna Stabrawa