Scenery on fashion runway is a crucial part of the shows. Not only do they provide an aesthetic framework for the fashion collection being presented, but they also contribute an atmosphere that can help convey the creative vision and story behind the collection. Just like in theater, the scenery can have a profound effect on how fashion is received.

A well-designed fashion runway can intensify the beauty and impression of the garments on display. It can include various elements, from lighting and stage design to background music, and can use technology in innovative ways to create immersive and interactive experiences.

Scenery in fashion shows is a crucial element that enhances the narrative and vision of the designer. It's not just a backdrop, but an integral part that adds to the emotional and sensory impact of the show.


Some of the most memorable and creative sceneries seen on fashion runways over the years include:

  • Chanel: Under the direction of Karl Lagerfeld, Chanel has created some of the most impressive sceneries in the history of fashion. In 2010, Lagerfeld imported a 265-ton iceberg from Sweden for his autumn/winter fashion show in Paris. In 2014, Lagerfeld transformed the Grand Palais into a fully stocked supermarket for his autumn/winter fashion show.


  • Louis Vuitton: In 2013, for the spring/summer presentation, Marc Jacobs created a setting with a giant carousel where each model had her own horse.


  • Prada: Prada has used unusually minimalist and conceptual sceneries for its fashion shows. For the autumn/winter 2018 men's collection, the firm created a setting inspired by school classrooms, with hand-drawn art murals.


  • Dior: Under the direction of Maria Grazia Chiuri, Dior presented its spring/summer 2019 collection in an interpretive dance that took place on a dance floor built for the show, with professional dancers performing while the models walked the catwalk.


  • Alexander McQueen: Alexander McQueen, known for his theatrical fashion shows, presented his spring/summer 1999 collection with a setting that included a glass box that slowly filled with butterflies.


These are just some of the most spectacular sceneries that have appeared on fashion runways. The creativity and imagination in this aspect of fashion shows have no limits and are always an exciting part of the presentation of new collections.


  • Gucci Spring/Summer 2020: In this show, Gucci surprised everyone by having their models walk on a conveyor belt. This fashion show, led by creative director Alessandro Michele, also featured an all-white operating room as a set, to represent "the act of fashion as a surgical act."


  • Fendi: In 2007, Fendi made history by organizing their fashion show on the Great Wall of China. More than 88 models walked down an 88-meter runway, alluding to the number 8, considered lucky in China.


  • Saint Laurent Spring/Summer 2019: Under the direction of Anthony Vaccarello, this fashion show was held outdoors, in the shadow of the Eiffel Tower in Paris. With hundreds of lights lined up forming a runway that reflected off a large pool of water, the scene spectacularly lit up as night fell.


  • Raf Simons for Christian Dior: In his debut as Dior's creative director in 2012, Raf Simons created a breathtaking setting with walls covered in fresh flowers in a Parisian building.


  • Tommy Hilfiger: For their spring/summer 2016 show, Tommy Hilfiger transformed the Park Avenue Armory in New York into a tropical island, complete with a lagoon and a sandy beach.



Each of these examples demonstrates how the scenery can elevate fashion design to a completely new level, creating a complete and sensory experience that goes beyond the garments themselves.


Leading fashion houses like Chanel, Louis Vuitton, Prada, Dior, Burberry, Fendi, Dolce & Gabbana, and Tommy Hilfiger have time and again demonstrated the power of scenery to transform a collection and elevate it to new heights. Whether it's recreating a supermarket, importing an iceberg, building a giant carousel, transforming a venue into a tropical island, or using cultural and artistic elements, these shows have transcended mere fashion display to become true spectacles.

Ultimately, these innovative and exciting sceneries show that fashion is not limited to the clothes we wear. Fashion is a form of art, a form of expression, and a way of storytelling. The creativity and innovation in fashion show scenery continue to surprise and delight audiences, and there's no doubt it will continue to evolve in increasingly surprising and spectacular ways in the future.


Back to blog