Is the social media ban at The Row show the ultimate act of silent luxury?

The Row unveiled its Fall/Winter 2024 collection during Paris Fashion Week on February 28, but we wouldn’t blame you if you weren’t aware. You probably haven’t seen shaky videos from the front (or back) row on Instagram like with every other show during Fashion Month, because the brand—the long-time mascot of the “silent luxury” movement—requested that guests refrain from taking photos or recording videos at the show. This raises the question: if you went to The Row show and didn’t record a video… were you even there?

Vanessa Friedman, fashion director and chief fashion critic of The New York Times posted the label’s ask of attendees on X: “The Row looks forward to having you at the Winter 2024 Collection Presentation on Wednesday, February 28th at 12pm. We kindly ask that you refrain from capturing or sharing any content during your experience.” The disappointment was palpable, from fans and guests alike. “Oh. Ok,” Friedman added. 

Nobody wants to be the person glued to their phone for the entire show, but capturing content straight from the runway has practical benefits. It can help buyers and editors decide which pieces they want to order for stores or shoots, and videos allow people to capture how garments move in ways that photos cannot. (The brand circumvented this complaint by giving attendees notepads and pens to jot down their notes about the show.) But, let’s be honest, another reason people take photos and videos is for the clout. Securing a seat at any show, especially a buzzy show like The Row, is an exciting moment in any fashion fanatic’s life. If you got one, wouldn’t you want everybody to know? 

As the old saying goes, “money screams, wealth whispers,” and so there is absolutely no screaming in The Row, a brand that sells white t-shirts for 550 dollars. Although only a small number of people can afford it, the brand has decided to limit not only who can afford the clothing but also who can see it. That is, until photos from the runway are released, though they are expected to be much later.

Sure, anyone with the money can buy a Margaux bag. But scoring an invite to the show opens up a whole new level of exclusivity. In making that experience even more restrictive, they’ve managed to create the ultimate stealth wealth experience. The message is clear: if you’re going to The Row show, you shouldn’t seek validation by telling everyone. Knowing that you were there should be enough. 

vogue.com