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These days, the fashion show is like the proverbial tree falling in the forest. If no one is sharing it on social media, did it really happen?
To say the least, this feels counterintuitive in today’s social-media dominated style sphere. In recent seasons, spectacle has become second-nature to the runway, with designers fighting for airtime on the algorithm via viral gimmicks. During New York Fashion Week,These moments are seemingly manufactured to be replayed on a screen. But The Row doesn’t do shareable shock factor. Just like its founders, it thrives when removed from the spotlight.
Similarly, The Row rose to fame for being radically simple. It produces ostensibly basic pieces with the highest-quality materials like cashmere, silk and supple leather. It’s not about being seen; it’s about being sought out. The Row is intentionallyfor everyone. And by preventing the public from viewing its show, the select few who do get to be there in turn become all the more special.