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Givenchy furthers runway democratization with New York viewings

September 9, 2015

Look from Givenchy's fall/winter 2015 haute couture show Look from Givenchy's fall/winter 2015 haute couture show


French fashion house Givenchy is increasing the visibility of its New York Fashion Week presentation on Sept. 11 through strategic viewing placement.

The Sept. 11 runway show marks the first time the brand is opening the doors to its catwalk presentation to the general public. Givenchy held a ticket giveaway for the first 820 fans to register, thus further democratizing fashion to a level that consumers can be full participants regardless of location and wealth (see story).

On view

For the physical show, the 820 members of the public will make up much of the larger audience of 1,200. Women’s Wear Daily reported that in addition to the public, industry types and students and faculty from nearby schools such as FIT, Parsons and the Pratt Institute will be in attendance.

Even though Givenchy is publicizing its event in a way that many brands have yet to test, there will still be a large portion of enthusiasts who will not have secured a physical ticket to the runway show. Also, with the increase of social media and live streaming broadcasts of runway shows, Givenchy had to devise an option that would continue its model of inclusiveness.

To do so, the brand has shared a list of locations where fans can view the Riccardo Tisci-designed spring/summer 2015 show live on Sept. 11 in New York to include as many enthusiasts as possible.

givenchy.NYFW SS16 map

Map provided by Givenchy for its spring/summer 2016 runway show viewings

Givenchy’s show will be live streamed in Times Square, Flatiron Plaza and Orchard Street on the Lower East Side from 6:30 p.m. until 7:45 p.m. A replay of the presentation will be projected in SoHo, NoHo and Union Square from 8:30 p.m. until 9:45 p.m., to ensure that those interested have an opportunity to view the show.

Interestingly, Givenchy’s newly opened boutique on Madison Avenue is not included in the viewing party schedule.

Nevertheless, 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).