Why This Designer Opted Out Of A Runway Show

There's a huge amount of preparation that goes into less than 10 minutes on a runway. And, while some designers consider presenting a brand new collection this way a necessity, Cynthia Rowley is opting out this Fashion Week. “I find it exciting that a show, which is typically very exclusive to the industry, is now something that everyone can be a part of,” she told us, in preparation of debuting her fall ’15 designs. With this inclusivity in mind, the New York designer skipped the traditional runway for a much more sharable experience.

In the video for her autumn lineup, Rowley’s designs are seen dancing about. Soft, elegant dresses get layered with rolled turtlenecks, and rich, ornate patterns catch the light with every movement. Sure, it’s pretty, but it’s also pretty strategic, as Cynthia explains. “By doing a digital runway show, you are creating content to use on many different platforms; we were able to shoot video footage, stills, detail shoots, and B-roll all in one fell swoop.”

“It's not less expensive," she adds, "but [is] much more efficient. It also gives us the opportunity to use some ‘special effects’ that may or may not be dangerous to use in a runway.”    

Watch Rowley's first foray into digital — and relish the one Fashion Week event everyone's invited to.

For all things Fashion Week around the world — including street style snaps, designer news, and the trends you'd actually wear — head over to Refinery29's Fashion Month hub.


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