Why brands still spend heavily on runway shows when anyone can see the clothes online.
By Shreya S · Last reviewed 1 November 2026
Why do fashion shows still exist?
- Image: a show is the most powerful way to tell a brand’s story and create desire
- Media: one show generates press coverage, social posts and video seen by millions
- Buyers: retailers still see and order collections during fashion week
- Movement: clothes look different on a moving body than in a photo
- Moments: a set, a casting or a celebrity in the front row can create a viral moment no advert can buy
Read on Ayerhs: Unpacking the Power of Fashion Moments · How luxury brands create desire
How much does a fashion show cost?
A small show by a young designer can cost tens of thousands. A major luxury show, with a custom-built set, top models, production and travel for guests, can run into the millions. Destination resort shows can cost even more.
Read on Ayerhs: The Business of Fashion Week
Did digital shows replace the runway?
No. Alexander McQueen livestreamed his Plato’s Atlantis show in 2009, and during the pandemic in 2020 brands made films and digital presentations instead. When restrictions lifted, almost all returned to physical shows, now always filmed and streamed for a global audience.
Read on Ayerhs: The Future of Fashion Weeks: Virtual and Hybrid Formats · The most famous shows ever