setting the scene.

Admittedly, it's not something i notice when watching collections, and i'm sure this applies for some of you from time to time. I think when it comes down to it, i'm focusing most on every detail of the clothes and/or model to notice anything else. What i'm talking about is the scenery and backdrop of a fashion show, and i don't think it recieves enough credit from the fashion industry.

For the press/buyers visiting the collections, a good scenery and setting will be the first and most important impression made on the collection. Nearly always, the viewers of a collections will be required to wait short periods of time before the show begins, and so it is clear how important the scenery can be. If used cleverly, it will give away the themes or 'moods' of a collection and in my eyes, the more innovative and OTT the better.

For example, in the Chanel Couture 09 show, the delicate flowers 'growing' up the sides of the stone staircase can clearly be compared with the sharp and pristine white tailoring, and is continued with the paper headpeices.

(picture source: dazed digital)

The same could be applied for Alexander Mcqueen S/S 08, who's LCD pegusus on black background helped portray further the idea of classic shapes taken on with more modern aspects in the collection, and continues the mythical theme through feather prints and details on the clothing.

(picture source: google searches)

Another example is S/S 08 Viktor and Rolf's use of a blown up picture of a girl, with models entering through the mouth. This related to the paired down feel of the collection compared with their former designs, and showed that good designers don't have to speak loud to be noticed, relating to the idea of the mouth.

(picture source: google searches)

So perhaps, when we begin to watch this years run of London Fashion Week (or New York/Paris/Milan for all you bloggettes from across the pond), we should look closer at what the scenery can tell us about the collection, aswell as just the clothes.