INFLUENCERS AND iPHONES:

THE LATEST TRENDS THROUGH A SCREEN

One trend this season captures the essence of the fashion world and runways everywhere.

PHOTOS CAPTION: Guests take photos at the Schiaparelli Fall/Winter 2024 show in September. The show took place at 21 Place Vendôme in Paris. Photo By: Johnny Dufort

It emphasizes every clothing piece, and most guests, particularly influencers, are already on board. This trend is woven into shows, creating a snapshot of models’ looks and brands’ creativity.

You already own it, use it and probably love it: the smartphone. 

These devices are front-row guests, recording the show and spreading the freshest, chicest styles as quickly as the clothes are introduced to the crowd.

With this rise of this technology and social media, influencers have become more present at high-profile events, representing various brands. 

Since phones and influencers are now an ever-present force at runway shows, are attendees actually watching or viewing through a screen? How are the brands reacting?

According to Business of Fashion, Louis Vuitton made waves in 2019 when, for the first time, it partnered with a YouTuber, Emma Chamberlain. The YouTuber attended the luxury brand’s Fall/Winter show during Paris Fashion Week.

Chamberlain has continued to have several brand partnerships and has been invited to top-notch events, including continued work with Louis Vuitton and a Cartier ambassadorship. She has also attended the Met Gala since 2021 and has interviewed guests as Vogue’s special correspondent.

Although Chamberlain was the first social media personality to have a partnership like Louis Vuitton, she was not the last. TikTok “Get Ready with Me” guru Alix Earle attended the Dion Lee Spring/Summer 2024 show during New York Fashion Week, while makeup TikToker Meredith Duxbury attended the Kim Shui Fall/Winter 2023 New York Fashion Week show.

These influencers have succeeded with luxury brand collaborations, but some brands are still divided.

In early 2023, Gucci featured an “influencer pit” at its Fall 2023 Ready-to-Wear collection show, where influencers were seated in a pit surrounded by celebrities. Meanwhile, a year later, The Row asked for no phones at their Paris Autumn/Winter 2024 show, and guests were given notepads and pens.  

Written by

Kayden Anderson