'It becomes such a game.'
We alert certain
if [influencers are] coming to the show. We do not call paparazzi, but we do know certain street style photographers that have told paparazzi who's at the shows, which is fine.Generally the digital girls, they're there to show the content to their followers. For the most part — I would say nine out of 10 times — you don't even have to push to get them to post during fashion week, especially in their Instagram stories.
Olivia Palermo wears a Charlotte Simone scarf during Paris Fashion Week on October 3, 2017. Photo: Edward Berthelot/Getty Images)Sometimes our designers have seen more impact from influencers wearing something on the street than at their event. Like, is a really good example of that. We do her show in London. She has amazing British "It" girls everywhere, but it's more impactful for her to dress people when they're in between shows then at her show.
You watched this fashion week front row go from celebrity to influencer then celebrity-influencer crossover. How has the whole game evolved for you? I think there's still something to be said about a killer on-brand celebrity front row. It will never go away. I think that brands are really trying to find that complementary aspect where you have your great celebrity front row or your influential women, but then you also can get the digital side, as well. I think it's finding the balance. It also depends on who the brand is.
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