If there is one occasion – or 6 – to put on your 31 in the year, it is during the Fashion Week. First, because it would be an affront to show up in one of the temples of fashion without having at least pretended to make an effort. But also because it’s the only time you’ll be excused for being too much. And if there are those who have understood that, it is the stars. They have always been undermined like never before (like Gims) but the trend has gone up a notch in recent years. THE celebrity looks on the front row of the catwalks are crazier and crazier, but the risk is that the star steals the show.
Star of the show or show of the star?
Last February, the last Haute Couture Fashion Week did not bring together the usual star audience – which is reserved for Ready-to-Wear from this Monday – but offered us an anthology fashion moment. Little Palace, Schiaparelli, Kylie Jenner et Doja Cat = winning combo. The singer arrives in a total red look (a real one, from head to toe). Skin painted and adorned with crystals. The younger Kardash is seen with a gigantic lion’s head on her dress. Result: the cameras are trained on the event and everyone is talking only about Schiaparelli. Really ? This is where it gets harder. Once the show is over, we remember the guests more than the brand’s silhouettes. Model Irina Shayk also paraded with the lion’s head dress, but the one that will make an impression is not necessarily that one. It will be admitted that the work of Daniel Roseberry for Schiaparelli was surely significant enough not to be erased behind the scale of the stars en front row. In any case for this time.
Spotlight, but on whom?
The risk was the same in March 2022 when Kim Kardashian arrive au show Balenciaga dressed in a simple yellow tape. The world is first glued to her look before discovering even more memorable: the models parading before their eyes in an artificial storm. Again, a less striking staging or a weak collection and Kimmy would have been the only memory of the event. And the problem grows when the guests have the downright bad look. In January 2022, Julia Fox and Kanye West created a surprise by appearing arm in arm all over Paris. And while they are the center of attention, the one who is now the queen of weird looks arrives at the Kenzo show in a Schiaparelli outfit. In fashion, we call it a diplomatic incident. We no longer count the style events that generally serve to put the spotlight on brands. But the appearance the question of the responsibility of the VIP arises all the same. As on the red carpets – which become more and more extravagant – to want to be the most seen, the stars especially likely to be more so than anything else. And it wouldn’t be surprising if in the near future, a brand finds itself completely ousted from media coverage because ofa front row celebrity look. Unless the goal of brands is not to get people talking about their work, but just to get people talking? This new fashion week will tell us.
