emerging
Fashion-tainment Focus
Brands are embracing spectacle and entertainment to create memorable experiences and amplify their digital presence.
Timeframe
near-term
Categories
Subcategories
Impact areas
Detailed Analysis
The lines between fashion and entertainment are blurring, with brands investing in elaborate productions and immersive experiences to captivate audiences. Tommy Hilfiger's show on the MV John F. Kennedy, Louboutin's performance with the French Olympic synchronized swimming team, and Coperni's Disneyland spectacle are examples of this trend. These events prioritize creating memorable moments that generate buzz and extend beyond the traditional fashion show format.
Context Signals
Tommy Hilfiger's EMV growing 302% season on season
Louboutin's EMV growing 137% seasonally
Mugler launching a documentary celebrating its 50-year legacy
Edge
Fashion shows will increasingly incorporate elements of theatre, music, and other art forms.
Digital platforms will play a crucial role in extending the reach and lifespan of these fashion-tainment experiences.
Brands will need to balance spectacle with substance to ensure long-term engagement and brand building.
