I drove home from the cinema, stringing together pieces of a film with my preconceived ideas. I had just seen High and Low. A documentary film featuring the length of John Galliano's career. Exactly what it covered you can just refer to its title. Galliano's Highs. And his Lows.
There was one idea that seemed to be reiterated throughout the film. Maybe a subjective bias on my part. It s an idea that resonated with me far more than any of the noise created through the controversial media drama. and while driving home, ruminating upon this idea of Galliano’s, it confirmed my belief.
The film heavily relied on third party accounts from the models that worked closely with Galliano.

Those that were cast as close friends of Galliano’s included, Naomi Campbell and Kate Moss. They all spoke of Galliano’s theatrics behind the curtains. What he would say to them before they were sent down the runway.
Painting a vivid image of exactly what character wore those clothes in his fictional fantasies. He would go into such incredible detail. She had just been in a love affair with a man that was married, when the man’s wife walked in she had slashed the dress in half. This made for a frantic disheveled character with a pacey walk. Escaping from her lover while holding her dress up. Her makeup ran down her face. We can all imagine such a vivid image.
The power of story and characters is what made Galliano’s work stand out. He was not putting on runway shows, he was putting on theatre. Its something we have lost in modern fashion. But there is a way to bring it back.
In the modern age of fashion, post Galliano and McQueen, we see very little of the theatrics that took place in the late 90s and early 2000s. Due to commercial demand and the costs of such shows of these “Gods and Kings” put on, it is not a viable option for brands to be creating theatre on the runway anymore. Although with one door closing, another opens.
There is a way in which we can create these stories and characters that resonate and transcend generations, and for a lot less of the cost. And with a global reach.
The digital age has brought on many pros, including global connectivity. Brands can sell overseas directly to a customer without the need of an international stockist. Designers can speak directly to their community. Most importantly brands can establish their own voice in the market.
This technology has been taken up fast by brands. Growing the opportunities for independent designers to grow followings as big as luxury groups. It is important to recognize that we are still in the early stages of the ecommerce fashion market. It is also important that as designers and directors, you don't get caught up on the technical aspects of such things as social media engagement and algorithms. You must remain focused on what sets you apart from other brands. Differentiation in a saturated market. What are your unique stories and characters that make up your brand?
The full power of the digital age in the fashion world is when we can utilize technology and ecommerce markets to create the theatrics we once saw on the runway.
This is why the brands that begin to position themselves as storytellers and worldbuilders, will dominate the digital age.
It is not enough to create pleasing aesthetics for social media and half baked values to a brand. In the near future as fashion becomes more and more democratized, brands will need to differentiate themselves far beyond just visual communication and product.
You have already developed strong stories, values and beliefs. Translate these ideas into unique fictional narratives and start building your Brands IP.
With a little help you too can tell Galliano and McQueen level theatrics and stories through digital mediums. Globally. In your own voice.
The brands that chose to tell their unique stories, will find their loyal communities.
The designers that create characters instead of looks, will find customers that empathize with their values.
The directors that position their brand as a fictional world, will see a great rise in reach.
If you want to here more of what fashion looks like in the future, please reach out to me.
I specialize in designing fictional narratives and content to help brands differentiate themselves in a saturated market.
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