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Revisiting the luxury fashion brands’ legitimacy framework - are traditional runway shows still useful?
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During my summer internship in New York at J. Mendel, a niche luxury fashion brand, I noticed that fashion shows were migrating from the traditional runway format to three different ones. This Work Project focuses on the challenges that luxury brands legitimacy framework has been under and its main objective is to identify the current usefulness of runway shows for fashion brands. After analyzing secondary data, we developed research based on in-depth interviews, fashion show observations and daily life in my internship, having concluded that a clear communication on the purpose of fashion shows is needed, leading to runways not being useful anymore, and that theory has a one-size-fits-all framework that does not apply for smaller, niche luxury brands.
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Fashion shows Luxury Fashion j. Mendel