Art Style | Art & Culture International Magazine Abstract Contemporary fashion design is increasingly taking to the stage – in the figurative sense, but also quite literally. Scenographic practices, familiar to us until now only from the theatre, the concert stage and the opera, today are progressively turning up in the conquest of consumption’s commercial spaces. However, here, too, “scenography” does not just mean creating a visual background, a pretty décor or striking set design for the presentation space and the staging of fashion and brands. In the contemporary fashion context, scenography is much more of an aesthetic activity that weaves together individual creative cross-media practices in a transdisciplinary holistic work of art that speaks to the totality of audience senses and, via the bodily sensations induced, conveys a certain type of knowledge. Simultaneously, the scenographic practice in the design process induces a shift in the audience’s focus to the overall atmospheric staging from the commercial promotion of the individual designer collection. In an engaging manner, here the scenographer’s art and story-telling generate for seasonal fashion an emotionalising spectacle that, though transient and fast-paced, nevertheless through its unique imagery lays claim to and promises a universal, enduring substance like the arts do. It furnishes a device for generating significance by touching off sensory experiences and triggering emotions. Thus, in today’s theatre of fashion, all are becoming equally entitled actors and performing cast members: from the stylish product to the choice of the model presenting it, to the choice of real location and participating audience that instantly plays live via smartphone on the relevant social media platforms and in the virtual Internet space.

Art Style, Art & Culture International Magazine is an open-access, biannual, and peer-reviewed online magazine that aims to bundle cultural diversity. All values of cultures are shown in their varieties of art. Beyond the importance of the medium, form, and context in which art takes its characteristics, art is considered the significance of socio-cultural, historical, and market influence.