Look from Givenchy's fall/winter 2015 haute couture show
French fashion house Givenchy is giving the opportunity to attend its spring/summer 2016 runway show in New York to all of its fans rather than a select few.
On Sept. 2, the label will launch a microsite that will give away tickets to the event to the first 820 fans that register. This elevates the general democratization of fashion seen in recent years in which all consumers can be participants via social media and other online mediums.
First come, first served
Typically reserved for the connected few, including fashion editors, celebrities and top clients, runway show seats are highly coveted.
In addition to a delegation of handpicked guests, Givenchy is letting its followers’ drive and speed determine who else attends its upcoming show. This will give the brand an opportunity to interact with new faces, potentially getting coverage on social media from different voices.
These 820 members of the public will make up part of a 1,200-strong group of non-industry types, which will include students and faculty from local schools FIT, Parsons and the Pratt Institute, according to WWD.
The ticket availability will be promoted via the social media accounts of Givenchy, the CFDA, KCD and NYCgo, which worked with Givenchy on its microsite.
Facebook post from Givenchy
A prevalence of live streaming and social media content has expanded the audience of runway shows.
As more brands offer live streaming and online replays of their presentations at global fashion weeks, the location of the actual show and of viewers is becoming less important.
Of course, an online stream is no replacement for the spectacle and experience of a live fashion show. However, as the number of brands involved in the four big fashion weeks continues to grow, live streaming could help fashion enthusiasts watch more shows and give brands greater exposure (see story).