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Why do luxury brands display impractical fashion
The article discusses the phenomenon of fashion shows that feature strange and impractical designs, clarifying that the primary purpose of these shows is art and marketing rather than direct sales. Bold pieces are used to provoke surprise, attract media attention, and reinforce the brand identity before they are modified and transformed into simpler, more wearable designs for everyday use. It also emphasizes that these shows have become visual experiences centered on sparking discussion and digital spread, with eccentricity and shock serving as marketing tools to attract attention and enhance the brand’s image as innovative and daring. Ultimately, these bold designs are converted into market-ready products that align with consumer demand, with the ongoing goal of highlighting the brand’s identity and affirming its leadership in fashion.
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