From the Supermarket to the Great Wall of China

The world of fashion is renowned for its creativity and willingness to experiment. However, some shows transcend conventional boundaries, turning into unforgettable spectacles. Here are the most unusual fashion shows that stunned audiences with their concepts, locations, or technological innovations.

Fendi 2007

The fashion house Fendi made history by organizing a show right on the top of the Great Wall of China (not the full 21 km stretch, but still impressive). Silvia presented a collection that seamlessly blended Eastern and Western elements. Long silk dresses adorned with embroidery were paired with classic coats and suits. Vibrant shades of gold, red, and black reflected inspiration from Chinese culture. Naturally, Fendi’s opulence looked breathtaking and majestic against the backdrop of this UNESCO World Heritage site.

Chanel 2010

Karl Lagerfeld, then leading Chanel, was known for his grand ideas. For one of his shows, he placed a massive glacier in the center of Paris’ Grand Palais. Not real, of course, but nevertheless containing almost 250 tonnes of artificial snow and ice. To make the glacier appear realistic, Chanel hired 35 ice sculptors who worked for six days on a landscape reaching 8.5 meters in height. The entire structure, including the runway and guest seating, formed a cube covering an area of 5,300 square meters. Since no designer wanted their creations to be submerged, the venue was kept at sub-zero temperatures. Fortunately, spring in Paris is rarely warm, so attendees were likely prepared for the chill.

Plato’s Atlantis 2010

This show was a turning point in fashion. McQueen presented a collection inspired by the future, where marine flora and fauna merged with the human world. The use of robotic cameras and unique "armadillo coats" made the show one of the greatest displays of high fashion. Perhaps the most striking were the extravagant shoes, unlikely to be worn on a casual Sunday but destined to remain in the memory of fashion historians. After all, Alexander was inspired by the idea of human evolution and a potential return to aquatic environments due to climate change, not by everyday practicality.

Rick Owens 2014

Rick Owens took his creativity to the next level and, unlike his peers, created a truly dynamic show. During the autumn/winter showcase at Paris Fashion Week, the brand broke traditional runway standards by inviting the Step Team dance troupe instead of conventional models. Their performance showcased not only the dancers’ flexibility but also the practicality of the brand’s clothing in motion.

Chanel 2014

The Grand Palais is a favorite venue for Chanel. During the autumn-winter show, the Parisian landmark was transformed… into a supermarket. Shelves stocked with "Chanel products," shopping carts, promotional banners, and models strolling as shoppers created an intriguing blend of everyday routine and luxury.

Gucci 2020

In May 2019, Gucci unveiled its 2020 cruise collection at the Capitoline Museums in Rome. Creative director Alessandro Michele dedicated this show to themes of freedom and self-determination, reflecting them in the collection’s designs and symbolism. The collection featured elements inspired by Ancient Rome as well as nods to the 1970s. Some looks included embroidered slogans like "My Body My Choice," emphasizing feminist ideas and the right to self-expression. As always, the collection was impressive, but the invitations were equally fascinating. Guests received invitations in the form of antique-style books containing key details about the show. These books included elements that reflected the historical theme of the collection and the venue.