French label Givenchy is scrapping its famous catwalk shows in favor of more personal showings.
The brand’s artistic director Riccardo Tisci says he will distill the collection into ten key looks, which will then be shown at an 18th century townhouse in Paris. Individual clients and editors can make appointments to see the line, while other interested parties can view the collection in the look book which will be created for the event.
While many luxury brands have scrapped their runway shows as a cost cutting measures, Tisci assures us that Givenchy’s decision is not financially motivated. In fact, this approach will actually cost more! Instead the brand hopes to make its couture seem even more exclusive and upmarket.
It’s a risky and bold move, but I can definitely see the logic in this brave marketing decision. But only time will tell whether the new approach pays dividends for the luxury French brand.
[Image Source: KnOizKi/Flickr]
