Boyarovskaya Fall-Winter 2023 at Paris Fashion Week
The Paris-based brand’s official Paris Fashion Week Fall-Winter 2023 presentation defies conventions and transforms the typical fashion show into an art installation.
In the world of Boyarovskaya, reality multiplies, expands, and occurs simultaneously here and in the digital realm. True to the brand’s era-defying aesthetic, Boyarovskaya’s official Paris Fashion Week Fall-Winter 2023 presentation cleverly merged live and virtual shows, turning the conventional fashion runway into an art installation.
The show took place in a white, minimalist gallery in the fashionable upper Marais, with only the brand’s unpronounceable name in daring black letters on the large glass entrance. Inside, nothing but a widescreen with a connected camera left running and picturing white cables coiled on the floor. The setting is raw yet intimate. There is no seating. Guests gather around the screen in the corner, standing by the walls, sitting on the floor, or moving about as they please. Whether deliberate or incidental, the absence of chairs and the proximity to the “runway” invites an open dialogue between the guests and the clothes.
The models walk out on stage, making their way through the crowd. The show is emotionally charged as they interact with the camera and the public. The models don’t just wear the clothes; they perform. One could readily think they are attending a performance art show. Boyarovskaya succeeds in breaking the barriers between fashion and art, creating an immersive experience where the models are performers and the public is part of the show.
More so, unlike the typical fashion runway show, the designer mingled among the guests so casually that she went unnoticed. Throughout the evening, whispers circulated. Who is Maria Boyarovskaya? When is she coming to bow? In doing so, Boyarovskaya made a bold statement: this experience is about the clothes. Although it carries her name, the brand irrevocably stands on its own – a mark of clever (and successful) branding.
Boyarovskaya FW23 Paris Fashion Week
Boyarovskaya’s signature style doesn’t bow to any rules but its own. The FW 23 collection continues the brand’s narrative – versatile, minimalist, and timeless. The folds are deeper, the knitting more elaborate, the cuts sleeker and more daring. Perhaps the most ingenious aspect of the designs is that they simultaneously make a bold fashion statement and are highly wearable. They are not simply innovative to grab the attention of an oversaturated audience but rather innovative in a practical way. Every line is carefully designed to provide freedom of movement and comfort without sacrificing femininity and elegance. Each piece allows for a multitude of outfits to be created. The environmental-conscious consumer will appreciate the creative liberty that the Boyarovskaya designs offer.
A regular in the Paris Fashion Week official calendar, Boyarovskaya demonstrated once again its innovative and edgy approach to fashion, placing the runway show at the intersection of performance art and digital experience.
