What a no-phone fashion show means in the social media era
The Row's decision to ban phones at its fashion show has sparked a conversation about the impact of social media on runway shows.
The Row's Phone Ban
Prior to The Row's Autumn/Winter 2024 presentation in Paris, guests were asked not to capture or share any content during the show. Instead of phones, they were given notepads and pens to take handwritten notes.
The request sparked a discussion about the role of sharing images and videos from runway shows online, and the implications of shutting off that access.
While some praised the choice for its nostalgia and sophistication, others expressed disappointment and felt that taking photos doesn't interfere with their ability to fully appreciate the show.
The Impact of the Phone Ban
For fashion editors and industry professionals, watching the show without technology had a significant impact. It limited their ability to capture content for their publications' social media, but also created a unique and buzzy atmosphere.
The decision to ban phones highlights the evolving nature of runway shows. In the age of social media, the show is not just for those in attendance; it's also for the online audience. By removing phones, The Row made a statement that it doesn't need to rely on online engagement to entice consumers.
However, critics argue that this decision is exclusive and caters to a certain demographic. The online community, who often engage with the symbolic connotations of The Row's work, sees the phone ban as a way to enforce exclusivity and elitism.
Social Media's Impact on Runway Shows
Social media plays a significant role in the success of a runway show. Brands prioritize seating those with a larger social following to ensure maximum exposure and rely on viral moments to generate buzz.
Capturing and sharing shows in real time creates a universal and democratised experience for audiences. It allows them to be part of the excitement and hype around the brand, even if they can't physically attend the show.
The Row's decision to shut off social media access allows the clothes to speak for themselves when they do make it online. It puts the focus back on the craftsmanship and storytelling, rather than the instant gratification of social media engagement.
