While the Paris Fashion Week is in full swing, a well -dressed group of mainly twenty -year -olds near the Gare du Nord station gathers every day. They take part in ‘Watch Parties’ of Saint Laurent to Dior’s greatest views.
The concept was developed by Lyas, also known as Elias Medini. The 26-year-old French influencer has more than half a million followers: inside on Instagram and Tiktok.
“The goal is to democratize an elitist scene and make it very inclusive,” said Medini when AFP came by on Tuesday evening to see the show of the French brand Courrèges.
His idea came from frustration. Lyas was not one of the few lucky ones who were invited to Jonathan Anderson’s first Dior Homme Show in June. Therefore, he decided to organize his own transmission in his main pub. “I really wanted to see this show, but not alone,” he said. In the end, 350 people came to comment on the first creations of the Northern Irish designer. Driven by success, Lyas developed his idea to be ready for this season.
Not a first row
His events are largely financed by partnerships with large brands such as Mac Cosmetics. He also used the services of the influential Paris fashion PR agency Lucien Pages. His live mode ‘Watch Parties’ also took place during the London Fashion Week, and there were two in Milan. The Paris Location La Caserne offers space for up to 1,200 people and was fully busy on Wednesday. Hundreds stood in line outside when Anderson introduced his first women’s fashion collection for Dior.
“There are often events for football fans, but never anything for fashion lovers: inside,” Agathe, a 26-year-old content creator, told AFP. There are neither invitation cards nor a first row: everyone is treated equally, on the principle ‘Whoever comes first, grinds first’. The only prerequisite for wearing red lipstick, the trials of the influencer. “I think it’s great,” said Mateus Rodrigues, a 27-year-old Brazilian journalist. Compared to traditional catwalks, “there is a better atmosphere here,” added Dragqueen Keiona. “It is much younger and fresher.”
‘A huge chance’
As a real showman, organizer Lyas announced several games with prices for the participants in the run-up to the Courrèges Show. A man named Aldo won the main prize, tickets for the actual Courrèges show, and had to jump onto a motorcycle taxi to get there in time.
Lou aging, an 18-year-old artist who usually follows all shows on social media, won a jacket after performing a dance to the disco classic ‘I will survive’ by Gloria Gaynor. “I’m completely amazed. It’s incredible!” She said. “It is a huge opportunity for us who don’t have the opportunity to take part in these shows,” added the Yves Saint Laurent supporter.
Like almost all Paris shows, Courrèges, which was customary in the industry, began. Some participants: In addition to Lyas on sofas, it made themselves comfortable in order to examine the collection carefully, while others were sitting or standing on the floor. Some looks received more enthusiastic encouragement than others, but overall the collection convinced.
In the end, everyone was invited to coordinate a QR code on the huge canvas for the show. Courrèges received an average grade of 3.8 out of five, better than Saint Laurent’s show the evening before, which reached 3.2 points.
This article was used with digital tools translated.
Fashionunited uses artificial intelligence to accelerate the translation of articles and improve the end result. They help us make the international reporting of fashionunited a German -speaking readership quickly and comprehensively accessible. Articles that have been translated using AI-based tools are read and carefully edited by our editor: Correcting inside before they are published. If you have any questions or comments, please contact me by email to [email protected]