Celebrities make a splash at the Louis Vuitton and Rick Owens Paris fashion shows
In an attention economy, fashion brands know that gaming gets as many eyes on their clothes as possible. At Paris Fashion Week on Thursday, they did so using an age-old tactic: stardom and hype.
Rick Owens, a brand known for a fairly experimental aesthetic, which includes sky-high plexiglass heel boots for men and a gothic affinity for black, household names Usher and David and Victoria Beckham sat front row.
Louis Vuitton, meanwhile, had BTS member J-Hope watching the show, Rosalia performing in it, and Colm Dillane, the founder of the KidSuper brand (worn by Neymar and Dua Lipa), as guest designer. The setting, a series of domestic spaces, from a teenage bedroom to a mid-century modern living room, was designed by filmmakers Michel and Olivier Gondry.
The celebrities present played their part. Victoria Beckham posted a video of Owens' show finale to her Instagram Stories with the caption, "Congratulations Rick Owens! Kisses VB. J-Hope posted selfies of himself wearing Louis Vuitton ahead of the show. The hordes of fans outside the show venue also helped build the hype.
.dotcomrendering.pageElements.ImageBlockElement" class="dcr-173mewl">After the Rick Owens fashion show, Usher said he was a long-time fan, calling the designer "phenomenal." "He doesn't deviate, he's consistent," the singer added, "These are clothes you'll have in your closet forever."
While Owens has earned a reputation for selling luxury classics with a goth twist, the clothes on the catwalk on Thursday were a little more fantastical, including leather leggings flared up thigh high jackets, jackets with lug shoulders and coats with completely impractical inflatable sections.Owens has long pushed the trend increasingly co urante of men's skirts - and there were plenty of them here. Maybe David Beckham would have remembered his sarong moment 25 years ago.
The Louis Vuitton show was designed for a demographic that lives on social media , switching from one application to another. The stimulation has been reinforced. The models walked on a catwalk and among the audience, and also interacted with the decor – they threw darts at a dartboard, drew on the walls and rummaged through a drawer full of clothes. Rosalia played on a custom yellow car and bounced on a bed.
In an attention economy, fashion brands know that gaming gets as many eyes on their clothes as possible. At Paris Fashion Week on Thursday, they did so using an age-old tactic: stardom and hype.
Rick Owens, a brand known for a fairly experimental aesthetic, which includes sky-high plexiglass heel boots for men and a gothic affinity for black, household names Usher and David and Victoria Beckham sat front row.
Louis Vuitton, meanwhile, had BTS member J-Hope watching the show, Rosalia performing in it, and Colm Dillane, the founder of the KidSuper brand (worn by Neymar and Dua Lipa), as guest designer. The setting, a series of domestic spaces, from a teenage bedroom to a mid-century modern living room, was designed by filmmakers Michel and Olivier Gondry.
The celebrities present played their part. Victoria Beckham posted a video of Owens' show finale to her Instagram Stories with the caption, "Congratulations Rick Owens! Kisses VB. J-Hope posted selfies of himself wearing Louis Vuitton ahead of the show. The hordes of fans outside the show venue also helped build the hype.
.dotcomrendering.pageElements.ImageBlockElement" class="dcr-173mewl">After the Rick Owens fashion show, Usher said he was a long-time fan, calling the designer "phenomenal." "He doesn't deviate, he's consistent," the singer added, "These are clothes you'll have in your closet forever."
While Owens has earned a reputation for selling luxury classics with a goth twist, the clothes on the catwalk on Thursday were a little more fantastical, including leather leggings flared up thigh high jackets, jackets with lug shoulders and coats with completely impractical inflatable sections.Owens has long pushed the trend increasingly co urante of men's skirts - and there were plenty of them here. Maybe David Beckham would have remembered his sarong moment 25 years ago.
The Louis Vuitton show was designed for a demographic that lives on social media , switching from one application to another. The stimulation has been reinforced. The models walked on a catwalk and among the audience, and also interacted with the decor – they threw darts at a dartboard, drew on the walls and rummaged through a drawer full of clothes. Rosalia played on a custom yellow car and bounced on a bed.
What's Your Reaction?
