Fashion Designers Are Using Musical Acts To Bring Life To The Runway
Global fashion weeks have become a place to steal the show. It is no longer just reporters and buyers attending runway shows, but celebrities, influencers and brands who weave their way into the fashion week mix to bring their own style to the stage.
In an ever-competitive fashion market, brands need to keep up. Some use extravagant lighting on the runway (like Acne or Viktor&Rolf), others use unconventional spaces to host their runway shows (like the recent Chanel runway the Grand Palais in Paris, or Tom Ford showing his Spring/Summer 2020 collection on a New York subway platform). But more independent fashion designers are turning to hiring live musicians to add a spark to their runway shows.
With New York Bridal Fashion Week around the corner, all eyes are on the runway. While music performances on the runway are nothing new, Victoria Secret has created showstopping concerts out of their fashion shows, with major acts like Taylor Swift or Bruno Mars, while Louis Vuitton had Pharrell & Jay-Z perform in 2023.
But not every designer has this kind of budget, which is why many designers rely on the tradition of 'runway music,' that being a chosen playlist selected by the designer or a respected DJ (one cultural critic calls it 'sound branding').
Shannon K, outfit BJS productions
Now, more independent designers are hiring up-and-coming musicians to perform on the runway, like Shannon Kumar, whose stage name is Shannon K. The pop musician, who sings in English and Hindi, is best known as the daughter of Indian Bollywood star, Kumar Sanu. She recently performed on the runway at Los Angeles Fashion Week's Spring/Summer 2025 collections for brands like Mifuae and Anna Gupta, and has more runway performances planned this year.
Having performed at large venues, she loves the intimacy that a runway show brings. 'It's certainly an experience, I get to interact more with the crowd,' she said. 'Unlike a concert, a fashion show offers a unique opportunity to really connect with the audience.'
She performs her hit songs, like 9-5 and OTT, and aims to compliment the fashion with her own sound. 'If you can add a bit more excitement and entertainment, you can make the event even more enjoyable for everyone,' said Kumar, who made a debut with her single A Long Time, which was produced by Grammy Award-winning producer Poo Bear, a frequent collaborator of Justin Bieber.
To musicians like Kumar, it's more than just providing a soundtrack to clothes. 'I feel like fashion shows should create a lasting emotional impact, not just present garments,' she explains. 'Adding live music, dancers, dramatic lighting and stage designs all work together to make the experience more dynamic and memorable for the audience. Music is a way for fashion designers to tell their story.'
A fashion runway
At her upcoming show on March 22, Kumar will perform a bilingual song to 'truly represent the fusion of East and West cultures,' she said, to 'showcase the power of music to transcend language barriers.'
As she explains: 'Musical performances elevate the overall atmosphere of fashion shows, creating an immersive experience for the audience. They serve as add-ons to the designer's vision, truly elevating their fashion story to new heights.'
Taiwanese fashion designer Malan Breton recently showed his latest collection at London Fashion Week. The designer's new Fall/Winter 2025 collection, which he showed at the Royal Horseguards Hotel, is inspired by the lunar new year, the Year of the Snake, which he combined with influences from Victorian couture and Asian silk fabrics.
As part of Breton's latest collection, which showcased metallic fabrics and embroidered snakes, live music was composed and performed by British pop band, Johnny Hates Jazz, alongside Malan Breton with a mix by DJ Marc Baigent. Closing the show, Clark Datchler, the lead singer of Johnny Hates Jazz performed the band's 1988 single, 'Shattered Dreams.'
LONDON, ENGLAND - FEBRUARY 21: Models walk the runway at the Malan Breton show during London Fashion Week February 2025 at The Royal Horseguards on February 21, 2025 in London, England. (Photo by)
Breton is a classically trained musician who has often had musicians take the stage of his runway shows, like singer Crystal Waters, M People's Heather Small and Billboard topping musician, Kristine W, which is partly why he has made it an essential element of his shows.
'Fashion is a symphony of movement and emotion, and live music is its heartbeat,' said Breton. 'It transforms a runway into a living, breathing performance—where fabric, form, and melody intertwine to create a story that lingers in the soul.'
The British composer and producer Oscar Osicki works with several independent musicians; he has seen many of them perform on the runway. He cites a recent Paris Fashion Week show where acclaimed classical composer Max Richter and a group of musicians performed at a Christian Dior show in 2022.
'For luxury fashion brands, I think that having famous artists perform is a symbol of status,' said Osicki. 'In the case of Richter, his music is classical, but accessible. Classical music often has a sort of luxury status. It even suggests that you're creating 'timeless art,' rather than mere passing entertainment. It's a brand association.'
An audience member captures fashion week with their phone
BMW recently hired German composer Hans Zimmer to compose a new soundtrack for a luxury car launch, while Osickinotes that operatic soprano singers often sing at Paris Fashion Week runway shows.
'These fashion brands are using the music to create associations with their brand, perhaps wealth, drama, status, high art, timelessness, or classical beauty,' said Osicki. 'The fashion brands that reinvest in music help their appearance. The music they choose affects how we experience the fashion show, and hopefully the music helps us remember it as cinematic.'
Diana Mahrach showcased her latest couture collection at New York Fashion Week, in a runway show accompanied by a live performance by Melina, a German-Canadian singer. The music only adds to the runway show, says the designer. 'I believe that seeing a fashion collection should engage as many senses as possible,' said Mahrach.
'Inviting a singer, such as Melina who opened my Fall/Winter 2025 collection runway show in New York City was all about realizing my vision of blending music and fashion to truly elevate the runway experience and make it unforgettable for the audience.'
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