Thom Browne swears he doesn’t plan on going viral when putting together his fashion shows; he doesn’t even think about how they might play on the internet.
Instead, he crafts his shows—which, really, are much more like pieces of theater—to tell a story to those attending in real life. “For me, it’s more interesting that you get this more intimate experience in regard to what the collection is saying, or what I want to say through the collection,” Browne says.
Still, when you cast Golden Globe–winning actress Michaela Jaé Rodriguez as a modern-day Cinderella and send her down the runway in a pink tulle Cadillac to close the show, as Browne did for his spring 2023 collection, you’re bound to attract more than a few eyeballs online. And on TikTok, there are a lot of eyeballs to be had: The hashtag #fashionmonth alone had a staggering 228 million views in September 2022.
Fashion has always found its way onto social media, whether through archive-obsessed Tumblr accounts or the in-depth analyses found on high-fashion Twitter—and, of course, Instagram, with its reputation for glossy images, has been the reigning platform of choice for many years. But, armed with a video-forward ethos, TikTok is poised to take over.
この記事は ELLE US の February 2023 版に掲載されています。
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この記事は ELLE US の February 2023 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
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