The Death of the Viral Moment: Why Fashion Week Finally Went Back to School
By Sofia Laurent · 6 min read
FASHION
The air in the basement of the Old Selfridges Hotel was thick with the scent of damp concrete and expensive cigarettes.
FASHION
It felt like a rebellion.
FASHION
For nearly five years, the global fashion circuit has been locked in a desperate arms race for the 'viral moment.' We saw Coperni’s spray-on dress, Schiaparelli’s lion heads, and MSCHF’s cartoonish…
FASHION
We are witnessing what I like to call the Great Correction.
FASHION
But this isn't your mother’s tailoring.
FASHION
I spoke to a buyer for a major UK department store during the Paris shows who put it bluntly: "I'm tired of buying things that only look good in a photo.