Next week, when Riccardo Tisci shows his new collection in New York on September 11, industry high flyers and the celeb set will be joined by over 1000 regular people - cue the sound of fashion purists wailing. In a massive industry first, Givenchy is selling a staggering 820 show tickets to the public via givenchynyfw15.com, with another 280 set aside for fashion students and faculty from Parsons, Pratt Institute, FIT and the High School for Fashion Industries and yet another 100 to be distributed to residents of the show's yet-to-be-revealed location.
One of the industry's most influential designers right now, Tisci isn't afraid to do things differently - simply showing in New York instead of Paris caused a stir. But this ground-breaking move signifies something else entirely: previously fashion has traded on its exclusivity, but the internet and social media has changed all that - instead of waiting three months to see the new collections in the pages of a magazine, now the public can see video footage of the shows in more or less real time.
Rather than ban phones from the shows, designers have embraced the democratisation of fashion - presumably because the associated sales figures speak for themselves. But will Tisci's move set the standard for future shows, or is it simply a one-off stunt? Either way, it's started a global conversation - and we're still a week out.
The website went live this morning and - if you happen to be swinging by NYC next week - it looks like registrations are still open. Keen to try your luck? Head to givenchynyfw15.com.