Living Runway
Movement, fabric and light in motion
Client
Living Runway
Location
Year
2026
Credits
An evolving collection of experiments exploring form, material and light. This page documents research before it becomes a finished project.
Info
A selection of ongoing explorations, prototypes and material studies currently under development.
RESEARCH QUESTION
How can a fashion show — a live, inherently ephemeral event — be transformed into a personalized and lasting relationship between a fashion house and each individual spectator? How can every person who watches a runway show in real time leave with their own version of the collection, accessible and enriched over time?
CREATIVE DIRECTION
Living Runway is a digital service for fashion houses that broadcast their runway shows via livestream. It allows each spectator to select in real time the silhouettes that resonate with them, then automatically access those looks in a personal space generated after the show — including official high-definition visuals, fabric references, availability details, and the option to pre-order or book an in-store appointment. The goal is not to sell during the show. The goal is to build continuity between the emotion of the live experience and a long-term relationship with the house.
EXPERIMENTS
The core experiment reduces access to a single gesture. From that one action, a spectator-specific version of the show comes into being — theirs alone, and still theirs once the show has ended. The work tests how little is needed for a shared spectacle to become a personal one.
VISUAL EXPLORATION
Minimalist interface aligned with the visual codes of contemporary luxury. One gesture during the live — zero disruption to the viewing experience. The personal space must read as an editorial object of the house, not as a standard e-commerce interface. Clean typography, official high-definition photography, page architecture close to a digital lookbook.
METHODOLOGY
Version 1 scope is fixed: livestream + real-time selection + automatically generated personal archive. Execution sequence: design of the 4 screens → intellectual property filing → presentation to the target house. No additional features are included in this version. The layer of progressive activation by the house — new official images, in-store arrivals, collection updates — is reserved for a Version 2, conditional on V1 adoption.
CORE PRINCIPLES
A fashion show generates emotion at scale and builds no personalized continuity with its spectators. Living Runway starts from this observation. The selection gesture (❤️) is not the product — it is the interface. The product is the personal space: the relationship between a spectator and their own reading of a collection. The house does not need to produce additional content for the service to exist — it organizes what already exists.
CREATIVE SYSTEMS
The service is built on three combined characteristics not identified in the existing public offer following an audit conducted in June 2026: live fashion show broadcast + real-time spectator selection + automatically generated personal archive. It serves three distinct audiences: the general public (experience and long-term loyalty), professional buyers (pre-commercial desirability signal), and fashion press (public resonance data to complement editorial judgment).
CURRENT INSIGHTS
The data generated by Living Runway is not standard behavioral data — no time-on-page metrics, click-through rates, or scroll depth. It is declarative data: actively expressed, during the emotion of the live show, with no immediate purchase intent required. This quality of signal is structurally different from e-commerce analytics. For fashion buyers, it enables purchase order adjustments based on real audience desirability before any commercial cycle begins. For the press, it provides access to what was collectively felt — alongside critical analysis. No public service identified to date combines these three dimensions: live runway, real-time selection, personal archive.
FUTURE DEVELOPMENT
Version 2 deployment: progressive activation of the personal space over time — release of new official visuals, availability notifications, in-store arrivals. This editorial layer can be activated by the house according to its post-show communication strategy. Over time, Living Runway can become the relational infrastructure between a fashion house and its entire spectator base, season after season.
