The Olsen sisters’ brand has set its terms for the fall-winter 2024 fashion show. Guests were not allowed to film or photograph the show on February 28 in Paris. The goal? Recently focus.
Please refrain. This is the instruction that the brand The Row conveyed to the guests who aimed to immortalize its latest fashion show. The lucky few who attended this one presented in the 1st arrondissement of Paris on Wednesday reported the clear instructions they were given. not film or broadcast images of the show or set. Cell phone photography, which is prohibited, the brand handed out paper notebooks to guests so they could take notes during the parade, just like in the days when cell phones and social media didn’t exist.
If platforms like Instagram are devices that allow us to share what we experience in real time, they sometimes sacrifice the real experience. Without images in the photo library and without publications on networks, there is no proof of presence. Almost an obligation, which for some is pressure. today, going to a fashion show sometimes responds more to mundane than creative demands. In this vein, distracted eyes easily disengage from the lectern to reach the smartphone screen. The reason why The Row commissioned its guests to fully experience the moment and consider the collection as a whole.
Quiet luxury
Of course, beyond the good intentions of the approach, The Row benefits from it. Luxury is nothing without exclusivity, and what could be more exclusive than a fashion show that only one guest will be allowed to watch? A ban that also allows The Row to control its image by preventing users from confiscating or misappropriating it. Being one of the iconic brands of the trend”quiet luxury “The Row remains to be fair quiet (quiet, French). For several years, he has proven that his popularity does not depend on the content of his social networks, or at least on his own account, because hashtags that relate to him garner nearly 200 million views on TikTok. The ban on social networks divides.
Accessibility and ownership
On the one hand, there are those who approve. “If we banned phones from fashion shows, most of you would have nothing to say, content and a platform because you’re not in the room, but using other people’s mobile content to develop your own platforms,” said user X (formerly Twitter). , for example. On the other hand, there are those who invoke the right of access to art and culture and condemn the “paternalism” of that approach. Vanessa Friedman, fashion critic New York Times, writes. “The method. Disappointment. I don’t feel like taking photos prevents me from fully thinking about what I’m seeing. And I think I’m old enough to decide that for myself.”
A decision that will at least have the merit of getting people talking, of starting a debate about the spectacular turn that is currently taking the world of Fashion Weeks, where we sometimes talk more about the front row than the clothes, where the digital is paramount. reality. However, there is no question of depriving the outside world of the collection, The Row released a preview of it on its networks at the end of its show. And that’s it, Folks.
Source: Le Figaro
