The fashion industry from the mid-19th century and onwards held an important place in society, with the Fashion Houses gradually realizing the influence of the spectacular fashion shows and creating scenarios that have the potential to affect the viewer. The configuration of the space where the runway show is taking place, plays an important role in this, as the need for fashion is realized, to be presented through a visual context, in which the observation and the experience of architecture coexist.
This research paper examines how the ‘position’ of the viewer has changed in relation to the changes in the idea of fashion shows and their evolution over time. Focusing on the period from 1990 onwards, a turning point in the history of the catwalk, when fashion shows are transformed into artistic events and no longer aim exclusively at promoting clothes but create narratives commenting on contemporary social issues.