# Steeple-Scaling Runways The 2010 High Street Fashion Week Goes Vertical By Amelia Roblin | Published 2010-09-08 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/2010-high-street-fashion-week References: [stylelist](http://www.stylelist.com/2010/09/07/vertical-fashion-show-models-building/) & [metro](http://www.metro.co.uk/lifestyle/840162-first-vertical-fashion-show-takes-place-at-oxford-circus) The conventional [runway](https://www.trendhunter.com/trends/pixelated) was getting flat, so the 2010 High Street Fashion Week in London is reorienting expectations. Courageous models will be decked out in "haute" couture designer wear and suspended from the tops of buildings surrounding downtown's Oxford Circus. Many of the models chosen for the 2010 High Street Fashion Week pride themselves on acrobatic abilities and an obvious tolerance of heights. Harnessed into a system of supportive wires, the [high-heeled beauties](https://www.trendhunter.com/trends/8inch-flipflops) will be hiking down concrete architectural facades. As added benefit, the gravity-defying [fashion show](https://www.trendhunter.com/trends/fashion-week-fall-2024) will be sure to top out sales for Oxford Street retailers. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 39% | Activity: 57% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What's Driving This Trend - **Vertical Fashion Shows:** Disruptive innovation opportunity: Exploring new ways to showcase fashion by suspending models from buildings, creating a visually stunning experience. - **Acrobatic Modeling:** Disruptive innovation opportunity: Embracing models with acrobatic abilities to add an element of spectacle to fashion shows, attracting more attention and engagement. - **Gravity-defying Fashion:** Disruptive innovation opportunity: Designing fashion that challenges gravity, pushing the boundaries of traditional attire and attracting the interest of avant-garde fashion enthusiasts. ### Who This Affects Most - **Fashion:** Disruptive innovation opportunity: Incorporating unconventional runway concepts to create unique experiences, generating buzz and attracting new customers. - **Event Planning:** Disruptive innovation opportunity: Introducing unique and attention-grabbing ideas to fashion show production, appealing to brands looking for innovative ways to showcase their collections. - **Architecture:** Disruptive innovation opportunity: Collaborating with fashion brands to design buildings with features suitable for suspended fashion shows, merging fashion and architecture in a visually striking manner. ## Related on Trend Hunter - [Web3 Fashion Show Initiatives](https://www.trendhunter.com/trends/reinventing-the-runway.md) - [High Fashion Mud Runways](https://www.trendhunter.com/trends/balenciaga-2023-runway.md) - [AI-Driven Shoppable Catwalks](https://www.trendhunter.com/trends/ai-driven-shoppable-catwalk.md) - [Inflatable Dome Fashion Shows](https://www.trendhunter.com/trends/inflatable-dome-fashion-show.md) - [House-Like Paper Runways](https://www.trendhunter.com/trends/paper-show-space.md) - [Regenerative Designer Fashion Shows](https://www.trendhunter.com/trends/endless-runway.md) - [Record-Breaking Rental Pop-Ups](https://www.trendhunter.com/trends/rental-pop-up.md) - [Energetic Green Retail Makeovers](https://www.trendhunter.com/trends/longchamp-store.md) - [Charitable Fashion Shows](https://www.trendhunter.com/trends/couture-for-a-cause.md)