Fashion runway shows are highly anticipated events in the fashion industry where designers present their latest collections to an audience of buyers, media, and fashion enthusiasts. These shows are not just about displaying clothing; they are a spectacle of creativity, innovation, and art. Models walk down the runway, showcasing the garments in a choreographed presentation that often includes elaborate sets, music, and lighting to create an immersive experience. The purpose of these shows is to set trends, generate media buzz, and drive sales for upcoming seasons. They also serve as a platform for designers to express their vision and push the boundaries of fashion.
In recent years, the locations of fashion runway shows have become increasingly creative and unconventional, adding a new dimension to the spectacle. Traditional venues like grand hotels and fashion week tents are being replaced or complemented by unique settings such as rooftops, historic landmarks, urban streets, and even remote natural landscapes. These imaginative locations not only enhance the visual impact of the collections but also align with the brand’s storytelling, creating memorable experiences that resonate with audiences worldwide.
Let’s take a look at 4 of the craziest runway locations.
- Fendi (2007)
In 2007, Fendi staged one of the most audacious and memorable fashion shows in history by presenting its collection on the Great Wall of China. Few people knew at the time, including Karl Lagerfeld and Silvia Venturini Fendi, that the brand did not officially have permission to use this iconic location. Michael Burke, the then-chief executive officer of Fendi, later revealed that there was no formal procedure to host an event on the Great Wall. Instead, they had to navigate through a complex web of 47 different entities, none of which could grant overarching approval. The best they could obtain were non-rejections, making the show’s realisation an extraordinary feat of negotiation and determination.
This groundbreaking event, hailed by luxury titan Bernard Arnault as “the first fashion show visible from the moon,” set a new precedent for event marketing and itinerant fashion shows. It underscored China’s emerging significance in the realm of luxury consumption and positioned Fendi as a forward-thinking global brand. The show not only highlighted Fendi’s innovative spirit but also made a powerful statement about cultural appreciation and exchange, demonstrating how fashion can bridge cultural divides and create shared moments of awe and inspiration.
- Jana Nedzvetskaya (2015)
In 2015, Russian designer Jana Nedzvetskaya captivated the fashion world with an unprecedented underwater runway show. This innovative presentation showcased her latest collection in a setting never before attempted, with models gracefully posing and floating beneath the water’s surface. The result was a mesmerising display of fluidity and elegance, perfectly complementing Nedzvetskaya’s ethereal, feminine designs. The execution of this unique concept required extensive preparation, including a year of preliminary underwater shoots and specialised training for the models by Alina Abuzyarova to master the art of posing underwater.
The underwater runway show not only highlighted the designer’s creativity but also emphasised the painstaking effort and dedication involved in bringing such a vision to life. The surrounding water created a dreamlike ambiance that enhanced the visual impact of the flowing garments, offering a fresh and enchanting perspective on fashion.
- Dolce and Gabbana Alta Moda (2019)
In 2019, Dolce & Gabbana’s Alta Moda collection took a divine turn, drawing deep inspiration from ancient Greek and Roman mythology. Designers Domenico Dolce and Stefano Gabbana reached back to the BC era when parts of Italy were colonised by the Greeks, who brought their rich tapestry of art, architecture, culture, and religion to the region. This historical confluence of civilizations served as the foundation for the collection, with the enduring myths of classicism providing a wellspring of inspiration for their luxurious creations. Each piece in the collection was meticulously named after a goddess and designed to capture her beauty and essence, blending historical reverence with contemporary craftsmanship.
The collection was first unveiled in the evocative setting of the Valle dei Templi (Valley of the Temples) in Dolce’s native Sicily, enhancing the mythological theme with its ancient ruins. The designs featured elaborate elements such as golden crossbows and shields, laurel wreaths, caducei, and knee-high gilded sandals, all of which paid homage to the classical deities. However, the collection did not merely replicate ancient motifs; it reinterpreted them with artisanal precision, infusing each piece with modern elegance and intricate detailing. This Alta Moda show was a testament to Dolce & Gabbana’s ability to blend historical grandeur with innovative fashion, creating a timeless collection that resonated with the beauty and power of mythological legends.
- Saint Laurent (2021)
Saint Laurent’s Women’s Summer 2021 collection was unveiled in a dramatically unique setting, devoid of the usual spectators, influencers, and fashionistas. Instead, the presentation took place in a remote, honey-coloured desert, captured through drone footage that showed models walking on the crest of a tall sand dune. Designed by Anthony Vaccarello, the collection was introduced through a 10-minute fashion film titled “I Wish You Were Here.” The models showcased a range of sensuous evening wear and conservative pantsuits, with some visibly struggling to navigate the challenging terrain in high heels, adding an element of raw authenticity to the presentation.
As night descended over the desert—whose exact location remained undisclosed by Saint Laurent, only referred to as “a desert in the north”—the models continued their walk along the dune’s ridge, now illuminated by a line of fire. The flames reflected off the evening sparkle of the garments, gold embroidery, and Claude Lalanne-designed jewellery, creating a mesmerising visual spectacle. This innovative approach not only highlighted the collection’s elegance and versatility but also underscored Vaccarello’s creative vision, blending the stark beauty of the natural landscape with the high fashion of Saint Laurent.
