Fashion Month has taken center stage, showcasing not only the latest trends on the runway but also the creativity behind the scenes, notably in the realm of show invitations. The tradition of elaborate and themed invites is a fascinating aspect seldom discussed but integral to the overall fashion show experience.
Organizing a fashion show is a costly and demanding endeavor, and the invite itself has evolved into an extension of the event. In our media-driven society, brands strive to be increasingly creative with their invites, exemplified by Diesel’s unconventional SS23 butt plug invite.
Every fashion season brings anticipation for experimental and innovative invitations. From Balenciaga’s banknotes to John Galliano’s playing cards for AW09 and Jacquemus’s Bread for AW19, over-the-top themed invitations have become the hallmark of an experiential fashion industry built on glitz, glamour, and perpetual fantasy.
Throughout the years, designers have produced memorable invitations that reflect their brand aesthetic. Maison Martin Margiela, for instance, distributed 3D plastic televisions with the brand’s iconic numbers for its Autumn/Winter 2009 collection, aligning with its minimalist style. Fendi opted for custom logo-shaped pasta for its Spring/Summer 2021 show invite, showcasing a playful approach.
Virgil Abloh has notably elevated the art of fashion show invites. In 2017, for his Off-White show, guests received an orange t-shirt serving as their runway invitation. He took it a step further with his Louis Vuitton Autumn/Winter show, providing guests with an inscribed LV monogrammed clock that spun.
Receiving a fashion show invite is a coveted experience for any fashion enthusiast, symbolizing an opportunity to witness the catwalk firsthand. The invitation plays a crucial role in expressing the designer’s vision and sets the tone for the entire show and collection.
Fashion show invites have become a tradition, often overlooked but integral to conveying the theme of the show. They serve as the initial introduction, making a lasting first impression in an industry where attention spans are fleeting. In the exclusive realm of fashion, a show ticket symbolizes a person’s notoriety, and extravagant invites enhance the VIP experience, making attendees feel even more special.
These invitations also serve as souvenirs, capturing a snapshot of the fashion industry at the time. Diesel’s recent Milan show, which invited 4500 people, featured the infamous butt plug invite that circulated on fashion-focused social media pages, illustrating how invitations have become an integral part of the industry’s identity.
Over time, designers have redefined the concept of a fashion show invite. What was once satisfied with embossed cards or handwritten notes has evolved to include a variety of creative elements. From Virgil Abloh’s board game for Louis Vuitton SS22 to Alessandro Michele’s Gucci vocal note and Balenciaga’s old iPhone 6s AW22 invitations, these invites have transformed into collector’s items that go viral, amplifying the reach of a fashion show before it even takes place.
