Why fashion show front rows are more important than models, clothes or catwalks.
Forget the models on the runway, the big business at London Fashion Week is taking place on the front row, otherwise known as the FROW.
The days of simply producing an outstanding catwalk collection are over. To remain at the helm today, a designer has to attract a star-studded, media friendly FROW. This is where the potential money lies, so assembling the perfect line-up is paramount for any designer’s success.
Since London Fashion Week Spring/Summer ‘18 is in full swing, what are the ingredients for the perfect FROW?
Well for starters, you need the magazine and newspaper fashion editors. Upset them and you’ll never get your clothing featured again, so designers know to tread carefully here. If only medium-grade hacks grace your show, and not the editors, people will talk. In short, the ascending hierarchy is everything.
The arrival on the scene of fashion “influencers”, Insta-Elite, uber stylists and bloggeratti hasn’t changed the status quo. There are only a limited amount of seats on the front row, and only the best occupants will do.
For designers, the more star power in the front row, the more social media sharing opportunities they’ll have at their fingertips. It’s only by creating this perfect social media storm that a show will be streamed live around the world to generate global publicity.
So how does Christopher Bailey at Burberry get A-listers to attend his shows? Welcome to the world of celebrity endorsement. Some brands pay celebrities in clothes or cold hard cash to pledge their allegiance. I’ve even heard of designers gifting (very expensive) handbags to celebrity PRs to encourage them to persuade their clients to attend their shows (it usually works, BTW).
Topshop boss Sir Philip Green has the midas touch when it comes to lining up the next big thing. He’s the visionary who gave Kate Moss her own Topshop collection and has had the likes of Olivia Palermo, Suki Waterhouse, Jourdan Dunn, Karlie Kloss and Lara Stone, to name but a few, at his shows. Sir Philip even goes the extra publicity mile by achieving the remarkable, and getting his FROW celebs to wear head-to-toe Topshop. There’s a reason the man’s a billionaire.
My advice – avoid the indignity of the second row and watch it all live via Youtube in the comfort of your own home.
