It’s time to take a step back and reflect on the Paris fashion week that took place this fall. In general, I always find it wise not to rush into analyzing the shows and atmosphere of this crazy week. 9 days of shows = 99 presentations (on the official calendar), not counting the so-called “off” events, to which we’ll also add the aftershows, so as to be fresh the next day at 10 a.m. In any case, there’ll be champagne served first thing in the morning, so let’s treat evil with evil.
Digital marketing agency Valtech has taken a look at Paris Fashion Week as seen through the eyes of social networks. It’s simple: during a fashion show, half the guests watch the show via an iPhone or other technology enabling them to immortalize the moment, and then share it on Instagram (madness), Twitter… Fashion editors and people give their reports in real time, and followers have the impression of living vicariously through the show. That’s a pretty cool approach, especially when the tweets are scathing (@LoicPrigent was the king of tweeting this season).
source photo Paris Match
In terms of numbers, Paris Fashion Week was at its peak this season on Twitter, with no fewer than 259,733 mentions of the expression “Paris Fashion Week”, and the top trending topic for Chanel. The top five brands were, in descending order of popularity: Chanel, Louis Vuitton, Dior, Givenchy and Stella McCartney. The most significant event of catwalk week was undoubtedly Marc Jacobs’ departure from Louis Vuitton, generating 22,565 mentions on Twitter. The key personalities were Kim Kardashian with Kanye West, Katy Perry and Miranda Kerr on the frontrow. On the catwalk, star model Cara Delevingne was the most talked-about. As for the collections themselves, leather, metallics and floral prints are sure to be a big hit next summer. The flagship colors will be yellow, orange, nude and the indestructible black. The most successful item on the web is the Chanel backpack, a classic before its time.
The web is just as good at describing trends as the print media, which scares off some of the more established fashion editors, who take a very dim view of the massive arrival of bloggers and other streetstyle photographers. Whatever one may say about the Internet’s relationship with fashion and the “Fashion Circus”, access to catwalk shows has never been so accessible via the web, and so much the better.
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