.png)
According to Vogue Business, If you’ve ever tried to snag a fashion week invite, you’ve probably heard the phrase, “We’re operating with reduced capacity.” It’s usually code for “You’re not on the priority list.” But this season, it’s actually true. Brands are cutting down on show sizes, making them more intimate and, let’s be real, way more exclusive.
At Paris Fashion Week, some of the biggest names in the industry have significantly reduced their guest lists. Givenchy’s highly anticipated debut by Sarah Burton? Only 300 seats. Haider Ackermann’s first show for Tom Ford? Just 200. That’s a major drop from the usual 500-1,000 person guest lists at top-tier shows.
Why Are Fashion Shows Shrinking?
So, why the sudden change? The answer is a mix of economics, branding, and a shift in luxury consumer behavior.
Budget Cuts – The luxury market is in a bit of a slowdown. With brands like Kering seeing a 12% revenue drop from 2023 to 2024, companies are looking for smart ways to trim costs. And with fashion shows running up to millions of euros, downsizing makes financial sense.
Exclusivity Sells – The Gen Z, TikTok-driven era made fashion all about spectacle and shareability. But now, brands are pivoting back to a more refined, hard-to-access luxury experience. Think Hermès and The Row—labels that thrive on being exclusive and mysterious. By making shows smaller, designers create an aura of exclusivity, which in turn increases demand.
Quality Over Quantity – Instead of packing shows with influencers and media reps, brands are focusing on inviting the right mix of editors, buyers, and celebrities who can offer the best return on investment (ROI).
Who’s Actually Getting a Seat?
With fewer seats available, competition is fierce. Editors, even some of the most seasoned ones, are struggling to get invites. Some are being pushed from front-row spots to the second row, which makes it harder to capture content for their publications. In many cases, only the editor-in-chief or CEO of a media outlet is getting an invite—meaning the people actually writing and filming for social media are left out.
Buyers are also feeling the squeeze. With brands aiming to attract a wealthier, older consumer base, influencers and content creators are losing priority in favor of high-profile clients and industry insiders who drive direct sales.
The Future of Fashion Shows: Will This Trend Last?
Some PR insiders believe this is just a temporary shift, with things possibly returning to full capacity in September when the next major fashion season hits. However, others think this move towards more intimate, curated events is here to stay. After all, exclusivity and luxury go hand in hand.
At the end of the day, fashion shows are about making a statement—not just with the clothes but also with who gets to witness them firsthand. And for now, if you’re not on the A-list, you might just have to watch from Instagram like the rest of us.
Comments