In a two-party system, parties pack their platforms with an overlapping mass of moderate policies in the middle of the scale, where most voters are. But a party can't go completely bland, or it loses its most loyal supporters at the edges. So each party will sprinkle a few extreme stands to please its far-out voters. A fashion house does exactly this. Its stores are the moderate mass, full of wearable basics that could belong to almost any label. Its runway is the sprinkle of extremes for editors and collectors. Like a party's extreme stands, those looks aren't meant to win over the average shopper. Take Loewe under Jonathan Anderson. His runways featured heels made from nail polish bottles, birthday candles, and cracked eggshells. Yet the brand's defining product was the Puzzle bag, a structured, clean leather bag.
Although they might not be consumed, these extreme stances let a customer differentiate one brand from another. Strip away the logos, and one luxury house's camel coat is nearly impossible to tell from another's. The runway isn't where a brand makes its sales. It's where a brand shows what it stands for.