Givenchy, Challenging Fashion Habits
After moving the location from Paris to New York, Givenchy opens up its Spring 2016 show to the public.
When in 2009 SHOWstudio.com streamed online McQueen “Plato’s Atlantis” show, the world was for the first time invited to what was before an exclusive event addressed to an exclusive audience. From that time on, influenced by the arising power of social media and the internet, fashion opened up its doors and rapidly changed to adapt itself to the rules of the brave new world of the web.
Givenchy, Spring-Summer 2011. Collection Catwalkpictures, all rights reserved.
It can be considered a consequence of these changes that Givenchy, last week, has announced that their Spring 2016 show will be open to the public, with 820 tickets obtainable free of charge from their website, other 100 reserved for those who live near the set location and 280 offered to the student of the city’s fashion schools.
Even though Givenchy is not the first one to open its show to a real public – just consider Maison Martin Margiela S/S 1990 show, with children running among models in the catwalk set in a children playground – its gesture is significant in this time and age. Differently from recent habits, people attending to the fashion show are not invited for their influence, instead they are for their interest or love for the brand.
If a public show is going to be the custom for fashion, this is yet to be seen. However, Givenchy’s action is the perfect response to a more and more democratized fashion environment and its impact will of course leave its mark.
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