On September 30 you could be watching Clare Waight Keller’s co-ed spring/summer 2019 Givenchy show amongst fashion’s leading press and buyers. All that comes between you and a seat in the soon-to-be-confirmed location is a sticker.
Five thousand 4G Givenchy stickers have been placed around London and Paris. Once located on a lamppost, poster, dustbin (delete as appropriate), fans of the brand must photograph the house logo and upload it onto Instagram using the hashtag #GivenchyFamily. The best three posts will win tickets to the show, and be featured on the brand’s social media. Imagine the spike in followers!
The inclusive marketing scheme follows in the footsteps of a handful of designers who have opened up fashion showcases to the public. At Virgil Abloh’s debut menswear show for Louis Vuitton in June, local students lined the rainbow-hued runway. And on the last day of London Fashion Week, Richard Quinn made a statement on arts funding by invinting 100 uniformed school children to watch his spring/summer 2019 presentation. “Arts education has been fundamentally cut,” he announced before the show. “It’s not seen as an academic subject anymore. So now we’re trying to bring it to the forefront and show the next generation how they can actually get into the industry.”
Waight Keller’s open invitation might not seemingly be backed by social reform, but the gesture will likely receive a mass reaction owing to the publicity afforded her by the biggest fashion commission of 2018: the wedding gown Meghan Markle wore to enter the royal fold and become the Duchess of Sussex.