When Riccardo Tisci shows his Givenchy collection in New York on Sept. 11, members of the general public will make up a huge portion of his audience. Twelve hundred “real people” — mostly non-industry, non-celebrity civilians (no proof of Givenchy purchase required) as well as a cadre of students and faculty from local fashion schools — will attend, along with the usual show-going industry suspects.
Givenchy is working closely with the City of New York on this public-audience project. The house will allot most of the tickets — 820 of them — on a first-come/first-served basis to registrants at a Web site set up in partnership with nycgo.com, the City’s marketing office.
Tickets will be available for pickup in advance of the show. A block of 280 tickets has been set aside for students and faculty from FIT, Parsons, Pratt Institute and the High School for Fashion Industries. In addition, another 100 tickets will be distributed to residents living in proximity to the still-under-wraps show venue, with details made public closer to the show.
It’s all part of the brand’s effort to refocus on the American market, and coincides with Givenchy’s new store opening on Madison Avenue. “It’s a very delicate day for America, and so the show is going to be a celebration of family and love,” creative director Riccardo Tisci told WWD. “It gives me so much energy, and I’m very inspired by the culture. I feel free when I’m there.”
This one-off communications experiment will likely change forever the perception of a luxury fashion show catwalk hosted by a major brand.
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