Defile is ... History of fashion and advertising

The world of fashion is amazing, magical, magnificent, attractive ... He, like a holiday, intoxicates and beckons, dazzles and bewitches. Fashion show - this is the very moment that you want to stop, because it's fine. The process of the evolution of society can be traced by different factors, and fashion is one of them. It forms a taste and contrasts itself with it. She is always in opposition to the world, challenging him, and at the same time is an organic part of it.

Fashion and defile

So, the tasks of fashion - the formation and satisfaction of the aesthetic needs of individuals, public opinion, standards of external beauty and preferences in clothing, manner of behavior. In fact, it shapes and determines the style and way of life. The constituent part of fashion as a social phenomenon is defile. This is the very idea, when the world around starts to sparkle and shimmer with all the colors of the rainbow. This action is played out on the podium and causes the hearts of some to die of delight, and others - frantically knocking in a fit of indignation or envy. Defile is a performance that never leaves anyone indifferent.

Live advertising

However, a holiday for the audience is only one side of the coin. To models couture went to the masses, they found admirers and gained popularity, they bought and brought fame and income to their creators, they should be advertised. Performs such a task, too, defile. This is a "catalog" of outfits in motion, so to speak, visual and alive. After all, during the shows there is not only the acquaintance of the public with the master's next masterpieces and not only the new name is loudly proclaiming itself. Collections are studied, orders are made on them, models are put on stream. Thus, the defile is an advertising action, which is not in vain called the engine of trade, and a means to create certain needs among the population and expand the sales of products.

Etymology of the word

And now we take in the hands of the explanatory dictionaries and see how the meaning of the word is interpreted in them. At Efremova, Ozhegov, Ushakov and in the Great Academic it is approximately the same. First, it refers to military terminology and denotes natural barriers (gorges, narrow passages in the forest, ravines, swamps and lakes, elevations) used to protect against the enemy. This tactic was especially widespread during defensive battles. As we see, the interpretation of the word is very far from the current defile of models. It is of French origin, and it was in this language that it acquired additional meaning.

From war to parades and podiums

Later the word "defile" was called the solemn procession of troops during the reviews, parades and other similar events. Appeared and the corresponding verb - "defiling", i.e., go through the system, check the step. And even later the lexeme began to be used in a purely peaceful sphere, far from military - in the world of fashion and beauty. This is the sense of the defile: it is a show of new collections of clothes. During it, the mannequins should walk with a graceful gait along the catwalk - a narrow path along which the spectators are sitting.

Impressor

In the middle of the XIX century in Paris lived a certain Charles Worth, an Englishman by birth. He was well known both in the French capital and far beyond its borders. Moreover, Worth was well known throughout Europe and even the New World. After all, this fashion designer is at the beginning of the founding of fashion houses, and he made a lot of efforts for the appearance of such a thing as "high fashion"! It Worth (the surname is written in different versions, in French and English manners) invented a fashion show - a show of clothes in front of the public.

The fashion designer kept an outerwear store, and in order to attract customers and as advertising, did so. He equipped one room as an atelier. And when the rich shoppers looked in at the store, the owner sat them in comfortable armchairs, and the most pretty saleswomen and even his wife, wearing coats, coats and manto, walked slowly before the ladies, so that they could appreciate the outfits and choose something in their own way Taste. Of course, such catwalks were of a chamber nature, were of closed type and were intended only for a narrow circle of elite and wealthy clients. The creative idea has got accustomed, and such latrines have appeared at each House of a fashion (sewing studio) and even in large shops of clothes. There were also special calendars, where the schedule of shows was printed. Every self-respecting lady from the society necessarily visited them, and the discussions of the collections were lively and stormy.

From chamber to show

So, the tradition of defiling introduced Worth, but the very concept of "defile" as a representation appeared much later, after his death, in 1913-th year. It gained momentum gradually, with each passing more and more acquiring features of the action that is familiar and familiar to us. In the 60-ies of the twentieth century, the process lost its framework of camera and turned into a grandiose show. Music, bright make-up, theatrical elements, special effects of light and pyrotechnics, the design of the podiums and halls where the shows were held - all this turned into a lively, fascinating performance, a real spectacle, from the first to the last minute keeping the viewer in unflagging tension.

Organizers of the current costume parade spend considerable sums on various entourage, musical accompaniment and other elements of the show. Each new show, in addition to the collections themselves, must have some zest in the supply of "material", effective scenic and directorial moves and decisions. Because couturiers for the organization of displays invite experienced producers, stylists, image-makers, advertisers. Now fashion can not do without defile, and even the coolest, untwisted brands regularly use them to attract attention to themselves and their products.