Here's How To Get Invited To Fashion Week, No Matter Who You Are?

Fashion weeks are fast approaching and show after show, casting after casting, the question remains the same: who will be invited to the shows? If Diesel has decided to open its catwalk doors to those lucky enough to snag tickets on September 1st, it means that most brands tend to take a decidedly more exclusive stance. The invitation to a fashion show tends to preserve this elitism which affects the mechanisms that underlie the world of fashion.

Of course, most invitations are for fashion experts: editors, journalists, columnists, stylists, photographers and casting directors are among the first to attend the events organized by the brands. It is indeed the professionals who generate the most value around the heritage and communication of a brand. Although, to be fair, digitization has dawned - to speak of a revolution would perhaps be going too far - this modus operandi. More and more content creators – the discourse deserves further investigation to understand the generational development associated with the transition from fashion bloggers to content creators – have managed to gain exclusive access to fashion shows and attract attention over time marks and the seal of an association capable of offering added value to the target audience. 2013 will probably be one of the pivotal years in resolving the tensions that have built up between the new and old generations.

Today, however, the situation has fundamentally changed and brands cannot help but actively involve more or less familiar faces, ready to conquer new niches or give essential affirmations to the already established community. Not to mention the outspoken contribution of well-known celebrities, the existing relationship between brands, VIPs and celebrity stylists is always capable of shifting entire conversations and fashion issues from gossip culture to stage attire. Hence the presence of a professional personality on the parades, responsible for anticipating and interpreting trends in order to plan the layout of the store: the buyers. Another element that must be added is that of the most exclusive customers, whose purchasing power is in the hands of only 1% of the world population represented by VIC. Finally, there is no lack of a more institutional part, made up of a class of cultural politicians or directors of fashion academies, as in the case of the Valentino Haute Couture show in Rome, where access has even been extended to a limited number of students. Thus, the centrality of inclusiveness is established at the level of communication and image, the invitation to the parade remains linked to the elitist mechanisms of a world that does not want (and cannot) do without the idea of ​​exclusivity.