runways used to be simpler affairs. at its core, it is, after all, a trade show. no one is clamoring to attend the MAGIC fashion & apparel show in vegas, and that is, of course, because it isn't fun, or easy (more walking than sitting for the "audience"). a lot of effort and expense has gone into transforming the runway shows into televised events, worthy of major coverage, thus allowing extra exposure for the designer beyond editorial endorsements.
they are still showing clothes (the victoria secret show notwithstanding), but the hair and makeup are given as much thought and time as the collection it seems (and sold simultaneously, with celebrity makeup artists using the platform as a venue to show their company's new "collection"). the real draw for the cameras though are the famous faces. designers invite celebrities who are not going to do a substantial amount of buying, or probably none at all, give them free clothes to wear, and give them a front row seat beside the runway so that they can be seen in them. when the lights go out, the designers feed us celebrities on the runway.
professionals in the field do not need this presentation at all to decide what they will purchase for their stores, or promote on their pages. it's all for us (thank you!!).
these models are famous for their beauty. for being beautiful, and tall, and thin, and for being chosen to be models in the first place (based on the first 3 criteria). i see beauty in women on the street all the time, staggering beauty, in professional secretaries, and shop clerks, and dentists, etc. so the professionals are not particularly special, other than their heightened familiarity. we know and own their faces, or can own stacks of issues containing their faces (and favorite stores, desserts, labels, books, songs, vacation spots, etc.). far more magazines highlighting these women are sold than any of the clothes they model are. how did this desire to possess the beauties trump the desire to possess the clothing they are supposed to be selling?
do you need all the pageantry or are the clothes enough?