How Digitization Is Changing the Way We Experience Runway Shows

Fashion is constantly being reinvented.

In the past, people played with fabrics, lengths, colors, and silhouettes and turned the fashion up on its head at least once every decade. Today, we’re seeing a different kind of shift; some may even call it a seismic shift in runway shows. Undeniably, digitalization is changing the way we experience runway shows. They’ve become so much more than a simple catwalk; even more notable, the whole world has front-row tickets to the show.

The Rise of the Virtual Runway

When the pandemic disrupted the world almost five years ago, fashion houses had no choice but to adapt. Overnight, the industry’s most exclusive events went digital. Suddenly, something so private and exclusive opened its doors to audiences who once only dreamed of scoring an invite. In 2020 and the following years, virtual runway shows and digital fashion became the new normal.

Soon, designers began experimenting with formats that were unimaginable in the analog world. Notably, Louis Vuitton’s 2021 men’s collection was one of the first of its kind, taking the viewers on a surreal journey that combined dreamlike animations and real-life footage. Balenciaga dropped a runway show entirely, opting instead for a video game to showcase its Fall 2021 collection. These were not just workarounds; they were boundary-pushing statements that blended fashion with art, film, and technology.

The Democratization of High Fashion

Digitization has broken down the barriers of exclusivity that once defined the runway. Front-row seats to these events were once reserved exclusively for editors, buyers, and celebrities. Today, anyone with an internet connection can access these live streams and replays, which puts fashion in the hands of the masses. Fashion is finally no longer just about who you know or where you live; it’s about how engaged you are.

This newfound accessibility is also reshaping how we view and consume fashion. Instagram, TikTok, and YouTube have replaced the fashion magazines. Nowadays, brands have to tailor their shows to fit into the scrollable, sharable world of social media. And it’s not only about viewing. The ability to comment and share has also turned the fashion runway into a participatory experience, giving each user a voice to express their thoughts.

Augmented Reality

Another way digitization is changing the way we experience runway shows is through augmented reality (AR). This technology has made it possible for you to watch a live stream of a runway show, and with the swipe of your finger, the dress you see can be superimposed onto your body in real-time. Years ago, this was only thought of as a subject of sci-fi movies, but today it’s a reality.

Another great example of AR use in fashion is brands like Gucci and Dior, which have created immersive shopping experiences with virtual try-ons. These are meant to bridge the gap between the virtual and physical worlds and allow consumers to see themselves in the clothes without stepping a single foot into a physical store. The end goal is to create a deeper emotional connection to the designs and an experience that feels intimate even from behind a screen.

NFTs and the Digital Wardrobe

Somehow, non-fungible tokens (NFTs) have broken their mold from a crypto bro invention and found an unexpected home in the fashion industry. These digital assets, which use blockchain technology to verify ownership, have increased the popularity of the digital wardrobe. Because of NFTs, many high-end brands have already created exclusive digital pieces that exist only in the virtual world. More than that, even Adidas created an NFT collection of virtual gear that can only be worn in digital reality and social media.

Data-Driven Design

While digitalization is changing the way we experience runway shows and fashion, a lesser-known fact is that it’s also transforming the way it’s created. Data analytics and AI have become massive players in fashion design and decision-making. By analyzing consumer behavior, brands can predict trends, understand customer preferences, and even create collections tailored to specific demographics. They can create customizable fashion to tailor to each marketable demographic.

Sustainability

The fashion industry’s environmental footprint has been under scrutiny for years. Finally, digitalization addresses these concerns and finds ways to combat past problems. Virtual runway shows and digital wardrobes are reducing the need for travel and physical production, which helps cut down on waste and carbon emissions. Instead of flying in buyers and editors from around the globe, brands can now present their collections to a global audience with a few clicks of a button. What’s more, to ensure these fashion records aren’t lost to time, they can also preserve videos in digital formats. This makes them easily accessible for designers, researchers, and fashion enthusiasts who want to revisit or study past collections.

Challenges and Criticisms of Digitalization

While digitization offers countless opportunities, it also offers brand-new problems and challenges. A common concern regarding the accessibility of digital fashion is that it completely destroyed exclusivity and value. If everyone can watch a runway show from their couch, will it lose some of its mystique? Is it only worth so much because it’s so prestigious?

Moreover, there’s also the question of inclusivity. While digitization has opened doors for many, it’s important to ensure that these platforms are truly accessible to all. While it’s easy to make these virtual runways accessible to those with high-speed internet and advanced devices, these things are still luxuries in many parts of the world. This further creates a digital divide that the fashion industry has to address.

Final Thoughts

Digitization is changing the way we experience runway shows and fashion every day, but what’s next? Right now, we can only imagine holographic shows that project collections into your living room or VR experiences that let you walk through a designer’s creative process. Still, these might become a reality very soon. As the lines between fashion, art, and technology continue to blur, we can expect more creative and inspiring experiences. While we can’t predict exactly where this journey will take us, one thing is clear: we’re all part of the show now.

##

Follow Fashion Week Online® on Instagram for exclusive content

Hannah Longman
Hannah Longman
From fashion school in NYC to the front row, Hannah works to promote fashion and lifestyle as the communications liaison of Fashion Week Online®, responsible for timely communication of press releases and must-see photo sets.

You may also enjoy ...

Collina Strada Fall/Winter 2025 Runway Show NYFW

Matriarchy, Gynecocracy, Queen-dom, Her-archy, She-volution… Fempire. As the Doomsday Clock ticks a second closer to midnight, we dream of turning an upside-down world on its...

China’s Golden Supermodels Make Historic Debut during Paris Fashion Week 2025

After six months of rigorous preparation and evaluation, 30 elite Chinese Golden-Age Supermodels are set to make a landmark appearance at Paris Fashion Week...

Spinelli Kilcollin Celebrated The NYC Flagship Grand Opening Of Its First-Ever Store

Spinelli Kilcollin welcomed top-tier press, influencers and VIP including Dascha Polanco, Michael Stipe, Dorothy Wang, and more. The adorned husband & wife owned jewelry...