Fashion Shows: The Greatest Show on Earth

Fashion shows are one of the most important communication and marketing tools through which fashion brands their brand image, personality, values, and culture. Also, Fashion Shows give brands high visibility online and offline. This study presents the evolution of Fashion Show studies through the literature review and proposes to return to the four elements –model, location, theme, and final– that make up a great show and the spectacle effect explained by Duggan, 2001, with the aim of proposing a systematization of the analysis of Fashion Shows from the perspective of communication and marketing. Therefore, the research presents the analysis of the Balmain Spring Summer 2023 Fashion Show, studying the validity of the four elements and how these elements are developed nowadays.