Have you ever watched a fashion show and looked at several pieces without feeling drawn to them, only to be surprised later by how striking one of those same pieces looks on its own? Why do some designs seem less prominent in the context of a group show, yet reveal their true beauty when seen in isolation?
This often comes down to the storytelling approach adopted by fashion brands. Just as writers masterfully weave a novel or a film, designers craft complete narratives in the world of fashion; where garments can tell stories that span decades, embrace diverse cultures, and at times even touch on contemporary political and social issues.
In this context, a story does not necessarily mean a dramatic sequence of events or characters driving a specific plot. Rather, it emerges through the visual elements and symbolic messages employed by the brand. In fashion shows, storytelling becomes a creative tool to present the collection as a cohesive whole, where each piece carries a meaning that goes beyond being merely a beautiful design.
Qormuz Collection “Saudi Army” – Presentation Shows, October 2024
Here, storytelling is not just about abstract concepts, it is a fully structured framework that reflects the essence of the narrative a brand seeks to convey. This strengthens brand recognition and builds greater trust. From a psychological perspective, American cognitive psychologist Jerome Bruner explained that people are 22 times more likely to remember stories compared to plain information.
Redefining the Concept of Storytelling in Fashion Shows
At Riyadh Fashion Week, Waad Al-Aqili embodied romance and resilience through designs inspired by the lotus flower and dragonfly wings, dedicating a portion of the collection’s proceeds to support the Zahra Association. The flowers and wings were not random elements; they were part of a complete journey that began with soft colors and culminated in black, expressing different stages of strength, femininity, and endurance. Here, the story was not told in words, but through colors, cuts, and embedded human messages.
Image credit: Hia Magazine / From designer Waad Aloqaili show at Riyadh Fashion Week
On another note, the show by Atelier Hekayat embodied the concept of a hotel with 30 rooms, each telling its own unique story unfolding behind closed doors, capturing romance, fear, and mystery. This cinematic approach reflected a journey in search of love and beauty. The collection showcased a wide variety of designs, yet still offered the audience a coherent narrative despite the great diversity of the pieces.
As for Qormuz, the brand presented a collection inspired by Saudi military attire from the 1950s. Through strong lines and meticulous detailing in the pieces, it narrated a story deeply rooted in collective memory, reflecting both the beginnings and the transformations the country has undergone. The storytelling in this show was not limited to representing the past; it was also an invitation to reflect on the essence of continuity and the profound connection to authentic heritage.
From the Atelier Hekayat collection at Riyadh Fashion Week.
How Is a Story Built?
In fashion shows, the story begins from the very first spark of inspiration. Storytelling is born out of selecting the elements that convey the intended message: colors that evoke specific emotions, fabrics that reflect historical eras, and fine details that tie each piece to the next.
From there, the central concept is constructed, guiding every design and amplifying the power of the message. Storytelling in fashion therefore relies on transforming designs into a visual language that stirs emotions and reflects cultural or historical depth, creating an emotional bond with the audience and making the pieces both impactful and captivating.
How Does Storytelling Add Value to a Designer’s Work?
Storytelling brings tangible value to every fashion collection. It strengthens the audience’s connection to the designs, transforming them from mere garments to wear into memories and experiences that individuals carry with them.
When a brand succeeds in delivering a well-crafted story, it not only increases the value of the pieces but also builds a long-lasting emotional bond with its audience, encouraging a deeper sense of belonging and support for the brand. One study even showed that linking a product to a story can nearly double its perceived value, making the experience more impactful and intensifying the audience’s attachment to the designs.
From Noura Sulaiman’s collection at Riyadh Fashion Week
Because storytelling ignites emotions and affects neurochemistry, such as dopamine, it strengthens our connection to a piece, product, or service, and increases our willingness to pay more for it. A U.S. study found that 71% of consumers are more likely to purchase from companies whose values align with their own. Another study by SEW revealed that using storytelling can boost purchase rates by up to 30%.
In fashion, storytelling is not a luxury, rather a fundamental tool for transforming designs into narratives that echo in the minds of audiences, turning every show into a window onto a world rich with meaning and detail.
This article is supported by the King Abdulaziz Center for World Culture (Ithra) and the Cultural Development Fund as part of the #Ithra_Arabic_Content_Initiative.
