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Opinion: How Red Carpet Teasers Damage Designer Debuts

When exposure-hungry fashion labels present garments out of context, to be devoured and judged with the speed and superficiality of social media, they destroy the very grammar of brand storytelling, writes Simone Cotellessa.
Julia Roberts in Versace and Alba Rohrwacher in Dior at the Venice Film Festival.
Julia Roberts in Versace and Alba Rohrwacher in Dior at the Venice Film Festival. (Getty Images)
By
  • Simone Cotellessa

There was a certain tragedy in watching luxury fashion sabotage itself at the Venice Film Festival, as luxury houses, one after the other, played their most important card — the debut of a new designer — on one of fashion marketing’s most fragile and uncontrolled terrains: the red carpet.

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Further Reading

The Great Fashion Reset | Can Designer Revamps Save Fashion?

Brands are betting big on creative reboots across the luxury industry including Dior, Chanel, Gucci and more. But sticking the landing on an aesthetic refresh is easier said than done, and a new generation of creative directors face the same systemic challenges that stymied predecessors.

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