"What's the point in a grand location, anyway, if you don't have someone to take a picture in it?" jokes PR guru Lucien Pagès, highlighting the importance of celebrity presence in fashion shows. He suggests that despite a more sober and clothes-focused approach this season, shows need to utilize their momentum to maintain interest over time.
Brands this season generated $839.6 million in earned media value, a significant increase attributed to their focus on star-studded front rows and celebrity visibility over lavish show productions.
This season's emphasis on K-pop stars and lesser-known actors, rather than traditional supermodels, signaled a shift in how brands engage with cultural icons to drive social media buzz and enhance their visibility.
The luxury fashion market appears to be responding to a slowdown by reducing spectacle and celebrity, which ironically has led to a stronger social media performance this season.
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