The Fashionable Hierarchy
In the fashion world, there is always a hierarchy system. The criteria, obviously, is money. The amount of money you spend decides you could be a VIP or nobody. The the coverage you can give, which equals to the huge cost of advertising, decides you are giant editor or small potato. Literally, it’s a money game, and everybody enjoys it.
If you think fast fashion can make the fashion democratic, you are totally wrong. At least on the grand opening of Shanghai Louis Vuitton Maison yesterday and the significant fashion show on the bund today tell a different story.
A week ago, I got a large box from Louis Vuitton. I swear I never saw such a expensive invitation before. An ipad case, a passport holder with my gilt lettering name, both covered with monogram and made by the famous Louis Vuitton canvas. A key ring with charms and some vintage hotel stickers. “What a generous brand！” I thought. Later I found I was wrong. In fact, not all the editors got the same package. Many of them just had a piece of paper. And more editors only have the permission of the store media tour and after party. They hadn’t been invited to the big show at all.
After all, I realized I was just another lucky guy not some important people, since I was not on the guest list of the private gala dinner holding in the Charity Kid’s Playground. Some VIP editor told a funny story about how the wild pussy cats broke into the dining room and made a twisted episodes. But for god’s sake, who cares the cat. All the people only want to have a meal with Mr. Jacobs and Mr. Arnault, which seems they are as important as these icons too.
Then, yesterday, the grand opening date, all the media and VIP around the world came to Plaza 66 to admire this 4-floor store. It was very bold and confident to reopen this place, while the Burberry just announced their sales declined in China this year. Yves Carcelle, the CEO of Louis Vuitton planned to play the “made-to-order” card. “The made-to-order concept is the ultimate luxury, it’s the same with art.” he said. “The store is currently the only one in China that offers custom bags and shoes.”
It was very simple to identify all the classes that night. Marc Jacobs, Peter Marino, Antoine Arnault, some French guys, super stars Gong Li, Fan Bingbing, Huo Siyan even Mr. Jacobs’ sweet heart Harry Louis were the blue blood of course. The cameras and crowd chased them all the time. The the second class was the VIP customers, they were like the new rich, wearing intemperate or tacky dresses, swaggering around, didn’t give it a damn shit about other peoples. Although they criticized about the crowded space and Jacobs’ design they extempore bought a lot of Louis Vuitton stuff in the end. The third class was media even if they were wearing the best clothes in their wardrobe trying to impress everybody and loathe the VIPs’ wearing. Sadly not all of them were Carrie Bradshaw. After some veneer kisses and a little chit chat with a glass of Dom Perignon, the people from the 1st class might forget who they were talking with. They were so negligible. Among them, fashion bloggers seemed more wretched, they were invited to keep up appearances and promote the event online. Louis Vuitton kindly lend them some monogram bags from this season. But they are too obvious matching with their suits from Zara, also this season. The PR didn’t pay attention and take care of them at all not to mention Mr. Jacobs etc. They had to stand in a corner trying to find other bloggers they knew. The bloggers now in China are still kind of awkward people, they are a part of the background not the core media circle.
The hierarchy was much clearer when all the people visited the 3rd floor. It was said there was a VIP club on the 4th floor where people can customize their products. People walked into the elevator, pressed the 4th button but nothing happened. That was a humiliation telling you that you were just unqualified. As I knew Mr. Jacobs, some artist and editors-in-chief were sitting on the couch enjoying the peaceful and freedom environment upstairs.
Tonight, the show will be another scene of the hierarchy system. I can’t wait to see what interesting scene there will be.
