I’ve just read an article in New York Times about the nature of the front row at fashion week. Inviting celebrities to fashion week is a strategy designed to attract publicity for the house that is showing; i.e: Madonna at a Marc Jacobs show equals Madonna “endorsing” Marc Jacobs.
It is puzzling, therefore, to go to a South African fashion week- of which there’s a gazillion of- and find the likes of Sophie Ndaba (sorry, Sophie, you just came into mind)plonked on the front rows of a show. Similarly, why the hell does one invite their friends or even politicians to fill up those much coveted seats (hi, Precious)?
I think I know why. There is a lack of knowledge as to why New York or London fashion week front rows are so glamorous and efforts to do the same with local FW’s are falling flat; there just isn’t much credible glamour to go around.
Methinks local organizers should just stick to the aged-old, tried and tested formula of front row being reserved for editors, buyers and industry commentators. It should be filled with people whose voices matter. I really can’t see what is achieved by having a slew of so-called "schlebs" that less than half the country even knows in those seats.
Media practitioners are the ones who- at the end of the day- generate the publicity that translates to a buyer’s success in moving the clothes off the shelves. It’s not rocket science at all. Is this not enough to actually deserve those seats?
It is puzzling, therefore, to go to a South African fashion week- of which there’s a gazillion of- and find the likes of Sophie Ndaba (sorry, Sophie, you just came into mind)plonked on the front rows of a show. Similarly, why the hell does one invite their friends or even politicians to fill up those much coveted seats (hi, Precious)?
I think I know why. There is a lack of knowledge as to why New York or London fashion week front rows are so glamorous and efforts to do the same with local FW’s are falling flat; there just isn’t much credible glamour to go around.
Methinks local organizers should just stick to the aged-old, tried and tested formula of front row being reserved for editors, buyers and industry commentators. It should be filled with people whose voices matter. I really can’t see what is achieved by having a slew of so-called "schlebs" that less than half the country even knows in those seats.
Media practitioners are the ones who- at the end of the day- generate the publicity that translates to a buyer’s success in moving the clothes off the shelves. It’s not rocket science at all. Is this not enough to actually deserve those seats?
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