Who didn’t see this one coming? Exactly one season after Tom Ford bucked convention and confiscated cameras at his first women’s presentation since leaving Gucci, publicists and event planners alike have noticed a distinct shift to smaller, more intimate shows this fashion week.
Ford only invited 100 people to his women’s collection show last September, and he only allowed one photographer (Terry Richardson) to document it. He used models and real women alike and didn’t allow his clothes to be photographed or worn on the red carpet for three months after his show. And he did it all to bring a little exclusivity back to the business of fashion.
For New York Fashion Week, which officially starts Thursday (though ancillary events and shows have been going on since Tuesday), Ford’s idea is being put into practice. The New York Times reports that at Lincoln Center, more designers have requested use of the smaller show spaces The Box and The Studio, which seat 250 and 500 people, respectively. Joseph Altuzarra slashed the guest list for his show down to 300 people.
“Why would you want to spend hundreds of thousands on a show when everybody’s on their BlackBerry and the clothes seem secondary?” asked Coline Choay, who directs publicity for Altuzarra. “Intimacy, exclusivity and a chance to see the clothes: those are our priorities. We like exposure, but we want a more controlled exposure.”
This could be, of course, savvy brands taking advantage of a trend as a way not to spend as much money on shows, but in the grand scheme of things, will this trend really change the way fashion shows get covered and presented? And do designers themselves really want to limit the amount of exposure they get at the height of the general public’s fascination with the fashion industry?
Maybe not. Then again, trends come and go — and we’re guessing this one won’t last any longer than the rest of them.
‘Less Is More’ Is Mattering Most [The New York Times]