You could make the argument that it’s impossible to be 100% sustainable and that something is better than nothing. Plus, for many brands (and the websites and magazines that cover them), Fashion Week is critical to success. As digital and social media evolves, shows have gotten bigger, to the point where they’re no longer just industry events. With the right models, celebrities, and setting, a runway show can generate millions of dollars in “media impact value,” which calculates the reach and resonance of social media coverage.
Last season, Christian Dior topped the list with an MIV of $17.4 million, according to Launchmetrics. Perhaps this is simply the reality of Fashion Week in 2020: It has to resonate with people around the world, and you do that with a visually arresting spectacle, potentially in a far-flung destination.
Read more in: Vogue