What creates this desire?
The well endowed brand name, the runway as a performance art.
Holograms at the start
Positioning audience looking up at clothing, clothing on pedestal, to be admired as a work of art.
Runway shows are becoming more like performances. Light and audio work together to produce an immersive atmosphere. The beginning resembles a lightning hologram with synchronised light and sound before the models storm the stage displaying the clothing/ artwork. This performance of upbeat music, lighting, stage set out and overall atmosphere creates a perfect backdrop for the clothing- creating an idea of what people should be wearing if they want this modern lifestyle. This feeds back into the idea of materialism and consumerism. The whole performance is engaging, selling this lifestyle and creating desire for this clothing.
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