The experience of a fashion showcase doesn’t always come in a neat package of theatrical runway drama, museum exhibitions, or retail display windows. Fashion in the alley has a personality, energy, and engagement all of its own when witnessed in “the alley” as the behind-the-scene back stage to a fashion show.
Originality can be expressed in a designer’s artistic approach and/or in the brand’s cultural message. It can be as subtle as in the cut/make, color, and fabric. Creative originality and innovation start with the story, the concept, the purpose, and the “why” of the collection. Why should we be engaged?
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