Opinion / Jamie Waters
Social skills
Earlier this week in Rome’s Capitoline Museums, Gucci plunged a crowd of editors and buyers into darkness, armed them with flashlights and sent models roving the runway between them. Many people will have seen footage from this event, Gucci’s Cruise 2020 show, on social media. Cruise shows, held between the spring/summer and autumn/winter fashion weeks, are good at attracting eyeballs.
Cruise shows are the preserve of the biggest luxury brands, which lavishly decamp to exotic locations and provide real escapism. Because there’s no strict schedule – they’re held intermittently from April to June with gaps between them – each event lingers online, on social media and in the press. With regular jam-packed fashion weeks, by contrast, a brand can be eclipsed by another show an hour after its last model exited the runway. Are smaller players missing a trick, then, by focusing only on the runways of the major fashion weeks in Paris, Milan, London and New York?
These days, the goal for brands – in fashion and also in other industries – is achieving cut-through by staying at the forefront of conversations and at the top of Instagram feeds. The cruise model – showing in a surprising location outside the regular fashion-week scrum, even if it isn’t actually a cruise show in May – could do this for scrappier brands as well as luxury heavyweights.