Is exclusivity in the fashion industry becoming a fad?
After seeing key players of the industry open up more and more to the masses through events such as Fashion’s Night Out and live streaming of their runway shows, the fashion industry may no longer be that cool club that people dreamed of being a part of; it could be in fact, an awesome club that promotes inclusion of all.
Givenchy launched a totally unexpected campaign letting their Tisci fans know that the French house would take their fashion show from its usual Parisian scene into the urban streets of New York. As if this wasn’t exciting enough already, Givenchy announced that they would be giving over 800 tickets to the first 400 plus people who signed up on a website solely created to tackle the thousands of fashion followers who all went online at the same time. The guests also received a plus one. The iconic couture house also released a map where there would be screens with live streaming of the show all over Manhattan. The response was overwhelming.
The Peta-approved vegan brand, Cri de Coeur, and Arden Wohl joined the “fashion for the people” wave and opted to create a presentation that is more of a disruptive installation than anything else. Both brands combined their green way of designing and manufacturing into collaborating in this new collection. The fashion conscious designers re-created the typical Parisian market on the corner of 30th Street and 8th avenue. Anyone can walk by and gaze into the glass for an “exclusive” look at their spring/summer 16 collection.
The shoes ranged in different classic shapes with absolutely 100% cruelty free materials. Flats, sandals, knee-high boots, stilettos, and quirky booties in bright prints and distinctive materials were part of the collection. The exhibit will be on display until the end of September.
The fact that both famous luxury houses and upcoming fashion conscious brands are connecting themselves more with the fans, shoppers, and aspirational customers, show a possible new trend of leaving the catwalk to fashion’s elite, and instead of mass producing items, mass involving anyone interested in the product.