From passivity to agency: audience participation in fashion shows

What is it about?

Fashion shows have traditionally been exclusive spectacles where audiences passively watch. This article explores whether fashion shows can instead become platforms that actively engage audiences with important social issues. It traces how some cases – the DIY punk movement of Vivienne Westwood and the community-focused shows of Martin Margiela, for example – have experimented with breaking down barriers between the stage and the audience. The article also examines how digital technologies, live-streaming, and virtual reality are making fashion shows more accessible to global audiences and creating new opportunities for participation. As fashion consumption increasingly reflects personal values and beliefs, virtual fashion shows may offer powerful spaces for audiences to express their identities and influence the fashion industry's direction on social and environmental issues.

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Photo by Priscilla Gyamfi on Unsplash

Photo by Priscilla Gyamfi on Unsplash

Why is it important?

The fashion industry today faces mounting pressure to address sustainability and social responsibility. With digital technologies transforming how audiences experience fashion shows there is an unprecedented opportunity to reimagine these events beyond their traditional role as marketing spectacles. This article reveals how fashion shows can become meaningful spaces for public engagement with critical issues, rather than merely passive consumption. As consumers increasingly align their purchasing decisions with their values, understanding how fashion shows can foster active participation, collective identity formation, and sustainable development becomes essential.