On Sept. 11, Riccardo Tisci will bring Givenchy to New York Fashion Week for the first time, coinciding with the opening of the house's Manhattan flagship on Madison Avenue. But Tisci is changing the game even further by opening the show to the general public, offering free tickets for fans and fashion students on a first-come, first-served basis.
According to WWD, Givenchy is allotting 1,200 tickets for spectators, and is working with the City of New York to distribute them online beginning Wednesday, Sept. 2 at 10 a.m at givenchyNYFW15.com. The label has set aside 280 of those passes for fashion students and faculty at FIT, Parsons, Pratt Institute and the High School for Fashion Industries. Ticket holders will sit separately from industry members and celebrities, who will be positioned in a raised viewing area. And while the venue for Givenchy's event will not be announced until closer to the show, the buzz is already beginning to build: Tisci has introduced a dedicated hashtag (#GRTnyc17) to accompany America-themed posts on both his personal and on Givenchy's social media channels.
Tisci, a bona fide celebrity designer with over 940,000 Instagram followers and a host of high-powered friends, is one of the most active French creative directors on social media. He makes a concerted effort to connect with his fans, which makes the planned public showing an especially natural fit. While ticketed fashion events are not exactly new — think "Fashion Rocks!" at the Barclay's Center — it's extremely rare for such an of-the-moment, top-tier brand to open its doors in such a way, outside of an online livestream or similar broadcast. We're very curious to see how Givenchy's experiment plays out.