Beyond The Front Row

Fashion weeks must become more tech-savvy to translate into actual business, reach out to a wider audience

The buzzing front row, green room hustle, the magnificent ramp. Models strutting in the next ‘IT’ trend. And then comes the coveted showstopper, under a full-shine spotlight. This remains the most cherished moment for every designer—debutant and veteran alike. After all, the canvas of innovation and design comes alive from the rack only onto the runway.

Fashion weeks, I believe, are here to stay—but what will matter most is how they evolve. The regular format comes off as slightly dusty, outdated, for the new-age tech-savvy generation. The concern for designers is the relevance of a fashion week in helping them achieve greater goals.

Over the years, the Indian runway has undergone a paradigm shift. The instigation of multiple fashion weeks, designers holding private viewings and overall digitalisation has impacted the narrative in various, significant ways.

When fashion shows originated, the idea back then was to connect designers to buyers—who, in turn, acted as a bridge between the designers and the consumers. In this regard, the aim of the runway globally has been to generate business and visibility. The Indian runway is no different.