The First Givenchy New York Show Opened Up the Guest List
Rebecca Byers — September 22, 2015 — Marketing
References: givenchynyfw15 & highsnobiety
The recent Givenchy New York City show marked the French fashion house's first after having made the switch from Paris Fashion Week. In a highly unconventional move, Riccardo Tisci made the decision to open up 410 seats at the outdoor spring show to the public. In order to attend, interested parties merely needed to become one of the first 410 individuals to correctly fill out the form on the Givenchy web page.
A move that breaks from tradition and subverts the typically inaccessible nature of couture shows, the decision by Riccardo and Givenchy is one points to the role that buying power outside of the traditional fashion market has played in reviving the brand.
The engaging inaugural Givenchy New York show was set along the Hudson River overlooking the water and featured performance art directed by Marina Abramovic.
A move that breaks from tradition and subverts the typically inaccessible nature of couture shows, the decision by Riccardo and Givenchy is one points to the role that buying power outside of the traditional fashion market has played in reviving the brand.
The engaging inaugural Givenchy New York show was set along the Hudson River overlooking the water and featured performance art directed by Marina Abramovic.
Trend Themes
1. Democratized Fashion Shows - Opening up couture shows to the public disrupts the exclusive nature of the industry and allows for wider audience engagement.
2. Reviving Traditional Brands - Buying power from outside the fashion market has the potential to revitalize established brands and bring them to new audiences.
3. Outdoor Fashion Shows - Holding fashion shows in unconventional outdoor locations creates unique and memorable experiences for attendees.
Industry Implications
1. Fashion - The fashion industry can explore new ways to reach and engage a broader audience by democratizing fashion shows.
2. Marketing and Advertising - By including the public in exclusive events, brands can generate buzz and increase visibility through unconventional marketing tactics.
3. Event Planning and Production - Organizing outdoor fashion shows in non-traditional locations requires innovative event planning and production techniques.
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