Exclusivity. This is the key word that represents luxury, from the shoes you’ve always dreamed of having, but that are priced too high, to that fashion show you’d pay for – precisely – to see live, but will most likely end up watching on the brand’s streaming website. Before getting to the main point of this article – what would happen if fashion shows were accessible to the public and how much they would cost – let’s first look at the main players who might have access.

WHO ATTENDS FASHION SHOWS?

Fashion Professionals. Journalists, for sure, are an important segment of the audience who, since the inception of fashion weeks, have secured front-row seats. But is it always like that? Well, not really. It depends on the publication you represent and the article you will eventually write as a ‘review’ of the fashion show in question.

Content Creators. Yes, with the magic of smartphones, influencers who manage to reach a certain level of brand representation – sometimes becoming true ambassadors – have the opportunity to document ‘live’ the new collections, as do some celebrities who, according to the brand, may share values aligned with its image.

In addition to them, there are buyers, key figures who attend to select pieces to bring to stores around the world, and stylists, always on the lookout for new items to dress their clients, including celebrities for red carpet events. Fashion photographers and videographers capture the event for magazines and online publications, while casting directors and model management agencies scout for new faces for future runways.

Fashion designers also participate, along with creatives and costume designers, always on the lookout for inspiration and networking, as well as professional makeup artists and hairstylists, who observe the latest beauty trends. PR professionals and communication agencies ensure the brand’s image is perfect. There are also investors and business partners, who assess the commercial potential of the collections, as well as fashion scouts and talent managers, always on the hunt for new talents to represent or collaborate with.

IF YOU COULD GET A TICKET TO ATTEND FASHION SHOWS?

But let’s imagine for a moment a scenario where anyone could buy a ticket to a fashion show, just like for a concert or a theater performance. Ticket prices would likely be high, ranging from a few hundred to several thousand euros, depending on the brand and the exclusivity of the event. Moreover, you wouldn’t know who your seat neighbor might be, which could pose the risk of an unqualified audience replacing a professional, like a buyer.

However, while this could be an opportunity for fashion enthusiasts to fulfill a dream and represent a new source of income and visibility for brands, making fashion shows accessible could also dilute the perception of brand exclusivity. And we return to the starting point. If everyone could participate, the magic and mystery surrounding these events might fade. The challenge for brands would be to balance accessibility with the need to maintain a luxury image.

BUT WE ALREADY HAVE DIGITAL ACCESS.

This ‘shortening’ of distances with the audience has already partly happened. In recent years, the digitization of fashion shows has significantly reduced the gap between brands and the public. During the pandemic, many fashion houses streamed their shows, making them globally accessible. This allowed anyone, from anywhere in the world, to attend presentations in real time, breaking the physical barriers that traditionally limited access.

Some brands, like Diesel, have already experimented with selling tickets for fashion shows, often for special events or charity purposes. This approach has been successful, attracting fans and generating positive media coverage. Selling tickets can be seen as a way to connect with consumers, offering a direct and memorable experience.

However, there are also risks: selling tickets could compromise, as previously mentioned, the perceived exclusivity of the brand and alienate luxury clientele seeking private experiences. Brands should carefully evaluate whether and how to expand this model, perhaps by creating specific events for paying audiences, while keeping the main shows separate for professionals.

The future of fashion shows could include a mix of exclusive and accessible experiences. Democratizing access can be a bold move that offers both opportunities and risks for brands.
In a constantly evolving world, the balance between exclusivity and inclusivity will define the future of the industry.

By Giorgia Dallasio
September 27, 2024