Paris Fashion Week, the final show of the month-long event, saw a trend of smaller, more intimate venues. Three major designer debuts, including Givenchy, Dries Van Noten, and Tom Ford, took place at exclusive locations. The trend was driven by a desire to create a sense of exclusivity, personalized experience, and a return to the “couture spirit.” The shift may be attributed to financial reasons, including budget cuts and economies of scale. However, some critics argue that it’s also a response to a changing world, where “personalization, know-how, and uniqueness” are key traits. The trend is also fueled by the rise of digital media, where shows can be extensively covered online, reducing the need for large audiences. As a result, brands are focusing on targeting specific audiences, such as very important clients (VICs) and influential individuals, to maximize their impact. Data from Launchmetrics shows that the MIV of Paris Fashion Week has tripled over the past three years, with the number of events decreasing by 23% yet showing a 53% year-on-year increase in MIV.
