(Paris fashion week) Women headline men's shows

World | 25 Jun 2019 2:28 pm

Model Gigi Hadid headlined the Berluti men’s show earlier this week in Paris, decked out in women's wear.

Moments like these, in which female models are seen showcasing women's wear styles during the so-called men’s calendar, are now common at Paris Fashion Week.

Givenchy, Saint Laurent and Kenzo are among the brands that have gone co-ed while showing recent designs.

The Paris fashion industry proudly considers itself to be gender fluid, a forward-looking approach critics have feted.

But the reasoning behind gender-bending in Paris might not be simply a matter of style. New data suggests a financial analysis is at play.

“Simply put, our metrics show that men’s collections that feature women get a whole lot more media attention, and that means money for the houses,” Jessica Michault, a fashion journalist and senior vice president of industry relations at data analytics company Launchmetrics, said.

“Fashion shows these days are mainly intended as advertising for the brand, and going co-ed pays. Houses do it so stay relevant,” Michault added.-AP


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