Introduction -The First 'Exclusive' Live Stream Fashion Show: Alexander McQueen's Plato's Atlantis Collection -The Mediatization of the Field of Fashion -Immediate and Exclusive: The Distanced Relation of the Online Spectator -The New Affective and Labour Economies of the Fashion Show Chapter 1: The Evolution of the Fashion Show as Theatrical Performance -The Fashion Show and/as Theatrical Performance -Case Study: 100% Lost Cotton, Opening Ceremony, Spring/Summer 2015 - The Fashion Show as Theatre -Case Study: McQueen, St. James Theatre, London 2015 as Contemporary Fashion-Themed Play Chapter 2: Fashion Show vs. Fashion Film -Digital Fashion Film as Showcase Medium -Critics Ask: Could Film Replace the Fashion Show? -Case Study: Gareth Pugh Spring/Summer 2011 and Pitti Immagine Uomo 2011 presentations Chapter 3: Fashion Show Footage: From Newsreel to Live Stream -Internet Spectatorship and 'Real Time' -Fashion Shows on Film -Fashion Shows on Television Fashion-Themed Television Fashion-Themed Television in Film Fashion Shows in Television Series Fashion Shows and/as Sporting Events -Fashion in the Live Stream The First Fashion Show Live Streams The Handheld Live Stream The Handheld Front Row Perspective as Animated Photograph The Live Stream as Cinematic Chapter 4: The Fashion Show as Simulation -Fashion as Immersive Simulation -Fashion Shows as Affective Brandscapes -Fashion Shows as Aesthetic Simulation/Simming -Case Study: Chanel Supermarket, Fall/Winter 2014 -Case Study: Kanye West - Yeezy Season 3, Fall/Winter 2016 with Vanessa Beecroft -Case Study: Pyer Moss - Spring/Summer 2016 Chapter 5: Social Media Fashion Shows: Interactive and Exclusive -Fashion Shows as Interactive Experience -Immaterial Labour for Brands -Live Streams and Social Media Use -Case Study: Burberry - Digital Interaction in the Luxury Market Burberry #TweetCam campaign, Autumn/Winter 2015 -Case Study: Topshop Unique - Ready-to-Wear Takes to the High Street Topshop Unique #livetrends campaign, Autumn/Winter 2015 Chapter 6: Manufactured Affect in the Fashion Show Preshow -(Re)Mediation as Brand Access -Affect In and Out of Performance Spaces -Case Study: Topshop Unique Autumn/Winter 2015 Live Stream Preshow Affective Labour/Mediation of Affect Exclusive vs. Mass Market Fashion Cinematic Mediation/Modulation of Affect Analysis of Users' Textual Reactions Chapter 7: "This is the runway": the Camera as Scriptive Thing at New York Fashion Week Mediatized Interactions: the Camera as Scriptive Thing or Scriptive Prop Indoor Audience-Performer Relations at New York Fashion Week Camera Interactions on the 'Street' Models 'Off Duty' at Fashion Week Street Style Photography as Embodied Practice Street Style Photography as Gendered and Racialized Practice Chapter 8: the Fashion Show Remains Mediatized Case Study: Givenchy Spring/Summer 2016 'public' fashion show in New York Case Study: Jacquemus's Lavender Fields fashion show as image circulation Case Study: Versace's 'Nostalgic' Instagram moments: Spring/Summer 2018 and Spring/Summer 2020 Conclusion: reflections on fashion shows in the wake of COVID-19 - have we come full circle? Bibliography Index.