Why did the Marc Jacobs show in New York last only 3 minutes?

Spinning in three minutes is a sport that no one in fashion does. To any eye outside this world, this duration may not come as a surprise. However, this is very little compared to the average show’s twelve minutes, or even a few hours in the 1930s. Such an event can cost several million euros. To justify these sums, everything is done to maximize the appearance of the clothes, create emotions and occupy the imagination. It’s this point that Marc Jacobs began to poke around, deciding to leave behind the rules and customs of a fashion show on Tuesday, June 27, in New York. His models thus came to run in the lobby of the Public Library. Full speed cruise, then nothing. They were 29 in number, compared to the average of 80 in other parades. Multiple occupations of space or time.

GPT chat for the writer

A fleeting moment that could have gone unnoticed, or to the imagination of an American creator, if it had not been accompanied by a certain note of intent. This one is indeed written by Chat GPT. The origin of the collection and the description of its appearance appear there in a slightly bombastic formulation. “The Marc Jacobs fashion show wowed its audience with an awe-inspiring fusion of masculine tailoring and feminine elegance… This captivating collection reminds us of the transformative power of fashion and showcases Marc Jacobs’ mastery of ensembles. However, nothing is really too precise. The very noble tone is almost cynical, and the lyrics are suitable for any collection.

This three-minute show, with little social media coverage — influencers weren’t many in the guest lineup, and phones weren’t all snapped up immediately — was sure to get plenty of food for thought. Marc Jacobs didn’t say it outright, but he sure does question the fragile and fleeting existence of images created to feed social media, which has become a machine for producing continuous novelty to keep more brains hooked. And, more broadly, about the consumption of clothing in an age of extreme fast fashion firepower. As the supply and production of clothing increases, the focus on creativity, quality and durability of clothing is decreasing as fast as the prices. Will these three minutes, so short, restart the machine of dreams… and desirability?

Discover the portrait of designer Marc Jacobs in the video.