Fashion shows have always embraced the unconventional, and the Spring Summer 2024 shows are no exception.
Courregès literally broke the runway, while Diesel threw an eight-hour rave in the rain. Meanwhile, Bad Binch Tong Tong held an extraterrestrial performance in a church. As social media rises to rank as the preferred way of communication, SS24 enjoyed more than a moment of virality; in part for its unending supply of spectacle-driven showcases.
And as enjoyable as the runways were, it would be amiss to avoid the elephant in the room — what are the motives behind these displays? Do they exist solely for shock value and widespread attention? Or do they serve a deeper purpose, such as reinforcing a brand’s narrative or making a bold statement? Balenciaga, Jacquemus, and other brands are certainly no strangers when it comes to this topic, often opting for unconventional settings like snowstorms, mud-drenched floors, sand dunes, or even hay-filled landscapes.
Regardless of where you stand (should fashion, still persist as the main character?), houses have mastered the art of generating excitement and buzz around their collections, be it through the selection of exotic, surreal, or eerie venues or via infusing theatrical performances into its presentations. For SS24, Men’s Folio takes a bird’s eye view of the most artful and performative of runways below.
1. Bad Binch Tong Tong
Bad Binch Tong Tong’s collection featured a performance art piece that served intergalactic alien fantasy accompanied with otherworldly silhouettes that amplified the tone of the designer’s brand narrative.
2. Courrèges
For SS24, Courrèges hosted a truly groundbreaking show. Models strutted on blistering plaster, like walking on moon rocks, each look presented accompanied with an increasing amount of imperfections and indentations in the flooring along the way.
3. Elena Velez
Elena Velez presented her SS24 collection in a captivatingly muddy spectacle, with an art performance in the middle of the runway as models carefully walked across muddied floors and puddles leaving dozens of footprints that created a directionless scene.
4. Diesel
In a “go big or go home” fashion, Diesel hosted an eight-hour-long rave that coincided with the brands SS24 collection. However, Mother Nature had her own plans that day, as a surprise rain shower unexpectedly transformed the show into a more edgy and mud-splashed affair.
5. Rick Owens
Rick Owens infused a sense of hope into the presentation of his spring-summer collection. As the show began with bursts of yellow and pink smoke, followed by a cascade of flowers that gently descended from the sky and onto the show venue’s floor and pond.
6. Valentino
While other brands chose to do different things with their venues, Valentino chose a different approach. Instead, the brand treated the audience to a sensual performance by FKA Twigs within the confines of a museum.
7. Prada
Prada’s ongoing exploration of the fluid form and architectural theme takes a vibrant turn in its latest women’s collection, this time in pink as gossamer-like strands of slime descended from the ceiling, forming a gooey layer on the venue’s floor.
8. Louis Vuitton
Louis Vuitton’s took its guest on a trip as the show venue was wrapped with orange tarps, creating a stage that resembled the interior of a hot-air balloon. Harking back to a time when Vuitton was in its infancy, and its iconic monogram had just begun its journey to world domination.
Once you’re done with this story, click here to catch up with our October 2023 issue.
RELATED ARTICLES
