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The Row showed their resort 2025 collection during Paris Fashion Week today, but you wouldn’t be faulted for not knowing about it. You probably haven’t seen the shaky, front (or back) row videos on Instagram like you have from every other Fashion Month show, because the brand—the longstanding mascot of the “quiet luxury” movement—requested that guests refrain from taking photos or videos at the show. Therein lies the question: If you went to The Row show and didn’t take a video…did you even go?
Vanessa Friedman, fashion director and chief fashion critic of The New York Times posted the label’s ask of attendees on X: “The Row looks forward to having you at the Winter 2024 Collection Presentation on Wednesday, February 28th at 12pm. We kindly ask that you refrain from capturing or sharing any content during your experience.” The disappointment was palpable, from fans and guests alike. “Oh. Ok,” Friedman added.
Nobody wants to be the person glued to their phone for the entire show, but capturing content straight from the runway has practical benefits. It can help buyers and editors elucidate which pieces they want to order for stores or shoots, and videos allow people to capture how garments move in ways that photos cannot. (The brand circumvented this gripe by giving attendees notepads and pens to write their show notes.) But, let’s be honest, another reason people take photos and videos is for the clout. Securing a seat at any show, especially a buzzy show like The Row, is an exciting moment in any fashion fanatic’s life. If you got one, wouldn’t you want everybody to know, too?
As the old adage goes, money screams and wealth whispers, and there is absolutely no screaming at The Row, a brand that sells white T-shirts for $550. While only a slim margin of people are able to buy in, the brand has managed to place a limit not only on who can afford the clothing, but who can see it. (That is, until the runway photos come out, though they are expected to be extremely delayed.)
Sure, anyone with the money can buy a Margaux bag. But scoring an invite to the show opens up a whole new level of exclusivity. In making that experience even more restrictive, they’ve managed to create the ultimate stealth wealth experience. The message is clear: if you’re going to The Row show, you shouldn’t seek validation by telling everyone. Knowing that you were there should be enough.
