In an attention economy, fashion brands know the game is getting as many eyes on their clothes as possible. At Paris fashion week on Thursday, they did that using an age-old tactic: celebrity and hype.
Rick Owens, a brand known for a fairly experimental aesthetic, which includes sky-high Perspex heeled boots for men and a goth’s affinity for black, had the household names Usher and David and Victoria Beckham sat front row.
Louis Vuitton, meanwhile, had BTS member J-Hope watching the show, Rosalia performing in it and Colm Dillane, the founder of brand KidSuper (worn by Neymar and Dua Lipa), as guest designer. The set, a series of domestic spaces, from a teenage bedroom to a mid-century modern living room, was designed by the film-makers Michel and Olivier Gondry.