A Wren Says

Models were still walking as the lights dimmed and the audience turned their backs. Everyone’s eyes and phones were pointed to the sky. There a formation of drones put on a show. They lit up the sky to make an ocean wave, and then a boat, and then the sun, and finally LV iconography.

I had no problem with the clothes I saw come down the sand-covered runway. They seemed to have the Pharell Williams touch and kept with his personal aesthetic. An overall ocean inspired theme was created with the sailor hats, beach prints, and surf boards on show amongst the palm trees and digital water imagery. But, at what I hope was the near conclusion of the fashion presentation, the drone show began. And then for those watching the live stream, much of the camera work focused on Williams and his reactions to the drone show.  It felt like this was the real show, not the designs but this.

Coming off the heels of the criticism of his hire, I am curious about this presentation choice. When many previously voiced concerns about his lack of design experience, now I wonder if they are veering too far into spectacle.

I try not to be harsh and instead try to look to the marketing reason behind certain decisions. But as a fashion lover, I am struggling to do that. Of course, LVMH is making a big money play in Hong Kong and the rest of Asia. Of course, they are trying to make a big showing to corner that market as luxury spending picks back up.  After all, why not create a moment for the people who were there in the seats? And why not try to humanize Pharell and show him as passionate about all aspects of the project?

But when is it too far? When does it actually take away rather than help? Will spectacle lead the higher sales? I don’t know the answer. All I know is that as a viewer I concluded the viewing disappointed, not invigorated thinking about the brand’s future.