Gone are the days when runway modelling was reserved for beauty pageants, where contestants competed for Mr and Miss titles, or for established models.
Today, runway shows have evolved beyond fashion presentations, with brands looking beyond traditional advertising to connect with consumers and stand out. In Kenya, more brands are using runway events to increase visibility and reach new audiences.
Runway shows allow brands to showcase their products in a visually compelling way, introduce new products and build a distinct visual identity. They also put products directly in front of potential customers, industry players, influencers and the media.
In Kenya, runway events have also become valuable sources of digital content amid the growth of social media. Photographers, videographers, content creators and attendees capture models showcasing different pieces, generating images and videos that brands can use online.
According to choreographer and CEO of Grandeur Modelling Hub Darious Abala, who spoke to TNX during the second edition of Denri Africa Runway 2026, the runway is more than a fashion presentation. It can also serve as a business platform that turns products into an experience.
“For businesses like Denri, the runway creates an opportunity to showcase products in a visually compelling way, connect directly with consumers, strengthen brand identity, and generate valuable content for digital platforms,” he said.
Abala said a well-choreographed runway combines fashion, storytelling, movement and brand personality, helping audiences remember not only what they saw but also how the brand made them feel.
“Ultimately, the runway can turn a product launch or fashion showcase into a marketing experience that builds visibility, credibility, and commercial value for the business,” he said.
He added that a runway appearance can generate photographs, short-form videos, behind-the-scenes content and interviews, giving brands opportunities to engage audiences long after the event.
At the event, Denri Africa incorporated a stage play based on the inception of the brand. The show also featured artistic hairstyles created by hairdressers in collaboration with partner brands.
For emerging brands, appearing at a recognised fashion event alongside other designers and industry professionals can also help establish credibility and position them as serious players in the market.
Models can also become part of a brand's identity, helping consumers associate a particular look, style or attitude with the products being promoted.
Jim Gatani, a fashion model, lifestyle influencer and CEO of Gatani Model Lab, said runway shows can create emotional connections between consumers and products while attracting media, influencers and other industry stakeholders.
“When people get to see how best they can interact with a product most fashionably, it promotes the use of the product brand. Models represent how humans relate to the product on an ordinary day-to-day basis with finesse,” he said.
Gatani said brands that use models on the runway increasingly recognise the skills and talent involved in modelling, which provides opportunities for young people in the industry.
He added that fashion is inherently emotional and that the right model can make an audience associate a brand with confidence, desire, excitement, elegance or belonging.
“Runway events create opportunities for designers and brands to interact with buyers, media, celebrities, influencers, stylists, photographers, and potential collaborators. This in turn provides credibility and professionalism,” he said.
Gatani noted that the most effective approach is one where the runway becomes the starting point for a wider campaign.
“I admire every brand that appreciates their clients enough to give them a runway experience,” he said.
In an era when consumers are constantly exposed to advertisements, bringing products to life through a runway show can make them more memorable.
Denri Africa, which has operations in Kenya, Tanzania and Uganda, says runway modelling is part of its efforts to strengthen its brand identity and expand its online reach.
As the fashion industry continues to merge with digital media, brands are increasingly treating runway modelling not just as entertainment, but as part of a broader marketing strategy.
Brands can build anticipation around new collections by sharing teasers before an event, live content during the show and product-focused posts afterwards. Limited-edition pieces, special collections and promotional offers can also encourage audiences to make purchases.