A Wren Says

No pictures. No video. No phones. The guests of super luxury fashion brand, The Row, were strongly encouraged to avoid all of these things during their Autumn Winter 24 fashion show on in Paris. Instead of tech, they were to use the notepads on their chairs to record their thoughts on the collection.

In commentary on Vogue Business, the opinion shared was that the brand was seeking exclusivity, that this was a power move to control their image. Or in less flattering terms, the goal was to keep those who couldn’t afford the brand out, even virtually. Maybe that is true. Maybe this is all about the fashion show experience being the enclave of the wealthy. I don’t know. But to really answer the question that this brings up, we have to ask first, “Who, and what, is the fashion show for?”

In the age of video that spreads at the speed of light, we can easily think of the fashion show being something for those enthusiastic about brands or just fashion in general. They can learn about the house and what they offer. Or they can take inspiration and try to recreate the looks within their budget. I, myself, am one of those people who enjoys watching the shows I can find, analyzing them, and taking what I can to inform my thoughts about style. But no matter how enthusiastic I am, no matter how much I adore the brand, the fashion show is not about me.

Because of its beauty, it is easy to forget that the fashion show is a marketing tool. It is a way for brands to showcase their designs for the upcoming season to the people who will buy them. That includes their most loyal consumers but it also includes the buying teams of retailers. The goal of the fashion show is to sell clothes, and every brand has a different way of going about it. For some virality, influencers, and megastars adds to the brand image and overall sales. But for The Row, spearheaded by the Olsens who largely remain private and have a brand marked by subtlety, that would not be the best move for their overall brand image.

I think the second question to ask is, “Why go to a fashion show?,” if not to focus on the clothes coming down the runway. As we consider the brand’s motives, we have to consider our own as well.