What is the Point of a Fashion Show Invitation?

Why do fashion houses send increasingly unusual and eccentric runway invitations? In this video, I trace the history of the fashion show invites — from couture salon cards and royal patronage to concept objects, edible invitations and social-media spectacle fashion at large has become. Timestamps: 00:00 Intro 1:25 Fashion show invitation: origins 3:09 Worth & Bobergh Card and early industry standards 4:15 The birth of the Fashion House identity 5:46 Lanvin and emotional branding through invitations 7:59 Haute Couture is formally recognised 8:07 Visual standards for invitations are formed 9:24 Swinging 60s and media influence 10:15 1980s & the new generation of rebels 11:33 Jean-Paul Gaultier and the art of a camp invitation 12:07 Cyber show invite 13:28 Theatrics of John Galliano and his invitations 14:44 Intertextuality in Alexander McQueen’s invites 16:12 Transition to digital media 17:00 Alessandro Michele and an invitation as a sign of a new era 17:26 Hedi Slimane and personal style of invitations 17:50 COVID and the rise of edible invitations 18:31 Jacquemus and gastronomy as part of personal vision 20:00 Four purposes of invitations 22:17 Your invitation Music credits: Lofi - Lofi Girl - MondaMusic Rachmaninoff - Prelude Op.32, No.12 in G-Sharp Minor - Gregor Quendel Chopin - Waltz in Eb Major - Michael Barry Graceful Victorian Era Pano Waltz - Pazuzu Studio Delicate Classical Love Music - Sonican No Copywrite Jazz Music - Waveloom Retro Vintage Rock n Roll - INPLUSMUSIC Music Groove Summer - Amplify You Bore Me - Electronic Senses France French Paris Music - Maksym Malko Dracula - EDM dance instrumental vampire goth spooky halloween - Melody Ayres Griffiths Vivaldi - Spring - Allegro - Abydos Music NFW - Maison_Brava Sources used for research: https://docs.google.com/document/d/1Q...