Why So Many Gimmicks, NYFW?

After New York Fashion Week, Elle magazine posted a video of the event’s ‘highlights’. Each and every one of them focused on the gimmicks and celebrity news, rather than the actual fashion. This got us thinking, has NYFW become more concerned with making retweet-able moments, rather than inspiring fashion line-ups?

Almost everyone in the fashion industry will know of the colourful dreadlocks featured on Marc Jacobs’ catwalk, but how many can comment on each of the looks, their colour palette, textures and fabrics used? The world was made aware of model Bella Hadid’s fall on the Michael Kors runway, but who could talk us through the dress she was wearing at the time, and the ones that followed her after?


The majority of news coverage from New York Fashion Week seemed more concerned with the novelties and gimmicks used by the make-up artists, hair stylists and designers themselves. So much so, that people in the industry – who are usually very much concerned with following all shows from every fashion city – have started to rule out the majority of New York fashion week. Seems a little extreme, but when you have to sift through the majority of news coverage to get real fashion news, it seems quite justified.

Of course, New York fashion week did drum up a lot of attention for the right reasons too. Many of the designers – Marc Jacobs, Michael Kors, Calvin Klein, Tommy Hilfiger – are still considered huge fashion moguls in the design industry and their designs have been reported on. However, unlike traditional design houses at PFW like Chloé and Lanvin, these American fashion names rely more on social media, by making instagram-able moments. Our concern is that the time and effort put into making a stunning collection has been overshadowed by the presence of celebrities and the wacky hair and make-up designs.

img1Fashion is of course slowly becoming a social industry, however, so perhaps New York are simply ahead of the curve? Those who wouldn’t normally consider themselves fashion followers, most likely saw the snapchat make-up from Desigual’s catwalk, created by MAC cosmetics. Perhaps the gimmicks are simply making a wider audience aware of the events.

The argument here, then, is…should fashion week spend less time focusing on making themselves a topic of conversation and more on the fashion? Although, this may make less of a buzz about the event itself to a wider audience, it would make it more informative for those with a real interest. There are pros and cons either way, which do you think is best?

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