Opinion / Jamie Waters
Life through a lens
By the end of the recent menswear season, I’d become highly skilled at contorting my body and craning my neck in order to glimpse the runway. This had nothing to do with the position of my perfectly good seats. No, it was purely due to the barrage of smartphones held aloft – obscuring my view – by neighbours desperate to snap every outfit and post them on Instagram. There’s a saying that, thanks to live-streaming, you can now get as good a view of a fashion show from your bedroom as you can from the front row. That’s not true: unless there’s a flailing arm in the middle of your computer screen, you often get a better view than those sitting beside the catwalk.
During Paris Fashion Week, there were whisperings from exasperated peers about whether any salvation could be found in Yondr, a Californian start-up that makes secure pouches in which phones are stored for the duration of an event. These are becoming increasingly prevalent at Broadway productions, concerts and art exhibitions to prevent backlit screens from disrupting performances.
At this stage it’s tough to see the fashion industry making such a move: shows are staged partly in the hope of creating a buzz around a brand on social media. But surely – whether our smartphones are stashed in a pouch or not – we can show some restraint? We can all pick our moments to snap clothes and be wary of blocking our colleagues’ views. And, for god’s sake, be present and absorb the world that a brand has so carefully constructed.