link.png No photos at MSGM's AW16 show← Back


Luxury fashion labels are facing a crisis of sorts, in an attempt to understand the true role of fashion week: the traditional model has become archaic in an era where digital media unveils collections immediately to consumers, six months before they land in store. Increasing numbers of fashion brands have been exploring ways to tackle the problem. The latest label to have made a major announcement is MSGM.

In an article published yesterday, WWD talked to MSGM’s creative director Massimo Giorgetti about his decision to ask press and buyers not to take any pictures during his upcoming show at Milan Fashion Week. In past years, the rows of seats at fashion shows have typically turned into a sea of mobile phones and digital devices pointed at the models on the catwalk.  Talking to WWD, Giorgetti commented: “If everything is out there immediately, people lose interest and everything looks so old in a second. In addition, I think that asking press and buyers to not post from the show, they might watch the clothes with their eyes not through a screen, which is something good.”
Giorgetti has also highlighted that the label will wait until summer to publish images of the show, in order to coincide with the first pieces hitting the store. MSGM is not the first brand to embargo images in such a manner – US label Proenza Schouler presented its pre-fall collection to press and buyers in December but demanded that any imagery and reviews by kept under wraps until the collection drops.
Whether this system is the best way forward for luxury fashion labels or not, it’s a clear sign that brands are having to think about the future. Indeed, MSGM posted about this move on social media yesterday, commenting: "Never Look Back! It's All Ahead."