Change is in the air for fashion shows. Up to now fashion shows gave out invitations to celebrities, bloggers, editors and retailers only— leaving out the public at large. WWD reports today that the “too cool for school” French brand, Givenchy, who is presenting their spring summer fashion show in NYC, will open the invitations to the public. Riccardo Tischi, the creative director will be in town for the event as well as the opening of their first New York flagship on Madison Avenue. It’s reported that 1200 “real people” will attend including a grouping of students from local fashion schools like Parsons, FIT, High School of Fashion Industries, and Pratt Institute.
Although the venue is being kept under wraps, the tickets will be distributed on a first come first serve basis which will be announced today via social media outlets through Givenchy, and KCD, the public relations handlers for the brand. Givenchy is working with New York officials on this “public audience project”.
There have been rumors of Caitlin Jenner walking the runway for this Big Apple event set for September 11. The brand is not put off by the solemn date but embraces it. “It’s a very delicate day for America and so the show is going to be a celebration of family and love. We want to celebrate the fundamental values of the house,” said Givenchy’s Chief Executive Officer, Philippe Fortunato.
This highly anticipated show will likely change the nature of fashion weeks in general. Fashion shows have long been brand’s promotion and marketing vehicles but have kept the public out of the festivities. Except for a few break-outs like American Express producing fashion shows for paying clients, the shows have been largely under a veil despite the public’s interest.
Givenchy is one of the most influential and directional designers today.
Check out the WWD article here