traditionally held there – two for men (Milano Moda Uomo) and two for women
(Milano Moda Donna) [3].
In 1983, regular fashion shows in London were launched under the patronage of
the British Fashion Council and the Business Department. Somerset House is the
traditional place for these shows. Like others, British designers have managed to create
a special, typical only for them, image of a modern fashion that is actively developing
and constantly changing.
Conceptualization of fashion shows. A modern Fashion Week is the most
important event in the fashion industry and the most extensive fashion outfits
demonstration practice. The most significant shows take place in four fashion capitals
of the world: New York, Milan, Paris, and London during the main seasons –
spring/summer and autumn/winter. Following the major cities, Tokyo, Buenos Aires,
and Toronto host the Fashion Weeks. These days Fashion Weeks are held in many
capitals, in particular, in Kyiv – Kyiv FW. In recent years, designers also arrange mid-
season shows: Resort/Cruise on the eve of spring/summer season; and Pre-Fall before
autumn/winter shows. There is no strict schedule for these shows. Us a rule they happen
three months after the Fashion Week [9].
Mid-season collections are predominantly commercial. They can be considered
as a kind of “foreword” to collections of the future season, because they are often
devoted to the same topic, have common or similar mood boards, use the same
materials, color scheme, and decoration. The image and narrative of the mid-season
collection may be a prototype of the collection of the season. The overwhelming
majority of designers just promulgates the lookbooks. However, there are those who
are pleased to present their own creativity. For example, Karl Lagerfeld, who always
holds mid-season thematic shows in different parts of the world for Chanel Fashion
House. In recent years, collections have been shown in Venice, Dubai, Versailles and
Singapore, Salzburg, Dallas, Seoul and Rome, and in Havana. This example is
followed by Dior, Louis Vuitton, and Gucci.
Over the past one hundred and fifty years, fashion shows have evolved along with
the public from closed salon demonstrations to massively accessible and democratic
culturally determined events that actively use all the latest technology. Modern shows
last no more than ten or fifteen minutes, and this is enough for the fashion show
(because of its design, décor, the theatricality of the action as a whole) to create all the
necessary conditions for the deployment of the narrative of the collection within the
framework of the representation as a cultural animation. The restrained and minimalist,
almost intimate shows in the fashion studio salons gave way to grand spectacular shows
with live broadcasts and virtual involvement for millions of viewers. Consequently, the
scale is the main and significant change that has taken place. In its turn, it influenced
the budget of the event, the choice of the venue. For all, without exception, location is
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