Protests on the catwalk: Necessary resistance or a 'spotlight' grab?

Fashion Week is no stranger to drama and disruption. Some argue that the chaos and misdirection are the catalysts that keep the industry fresh and exciting.

The fashion world is increasingly bored with old formulas and craves unexpected, rebellious things - Photo: Vogue

During the last fashion season - spanning from New York, London, Paris to Milan, audiences witnessed countless attention-grabbing moments both on and off the runway, such as Louis Vuitton and Saint Laurent opening Paris Fashion Week, Katie Holmes and Amanda Seyfried leading the group of well-dressed stars attending fashion shows in New York, Milan Fashion Week opening when the luxury goods industry was in trouble...

Behind the bright lights and the models' footsteps is a strong "thirst" for bold and different performances. And one character who is "reading" this need very clearly is the runway crashers.

Their aim is often to expose flaws in the fashion industry, often with messages that include anti-fur sentiment or speaking out about the environmental, labor and climate change crises the industry is causing.

The ideal protest site for vandals

According to Vogue , when all eyes are on fashion week, the catwalk naturally becomes the most effective tool to convey messages.

Typically, at Gucci's Spring Summer 2020 show, model Ayesha Tan-Jones raised her hand with the words "Mental health is not fashion" to protest the brand's clothing designs that reminded people of mental illness.

Model Ayesha Tan-Jones speaks out about mental health issues by holding up her hands with the words “Mental health is not fashion” written on her palms - Photo: Vogue

Even big fashion houses with well-organized media crisis management systems are not immune to these interruptions. In October 2021, when Louis Vuitton presented its Spring/Summer collection, a social activist walked onto the runway with a sign reading “Overconsumption = Extinction” to protest wasteful lifestyles.

Previously, Paris Fashion Week 2020 also witnessed a protester appear at Dior's show with the words "We are all fashion victims".

Not only do vandals take up the spotlight and cause a storm on social media, they also rock the catwalk - Photo: Vogue

Most recently, in September 2023, Coach's Spring Summer 2024 show was disrupted by PETA: two women stormed the catwalk, one painted her entire body to simulate animal skinning, the other carried a sign protesting the use of leather.

Although the show marked Stuart Vevers' 10th year with Coach, it was the protest that got the public talking, not the memorable milestone.

Video of two women supporting animal rights walking the runway at the Coach Spring Summer 2024 show

The stage really needs that kind of protest.

032c magazine's fashion editor Brenda Weischer believes that there should always be room for protest on the runway, no matter the subject.

"Castle wreckers have been around for a long time. We just didn't have social media to scrutinize every moment like we do now.

These parts are often cut from the official video or go unnoticed. Nowadays, everything is recorded and spread like wildfire on digital platforms.

"I understand the protesters' sense of urgency. But most of these intrusions end up becoming more of a meme than a protest movement. Ultimately, it's a disservice to both sides. But with the amount of attention focused on fashion week right now, it's still the perfect place to get your message across," said Brenda Weischer.

A PETA protester protesting the use of exotic furs stormed the Hermès show in Paris, until fashion blogger Bryan Boy snatched the sign from their hands - Photo: NSS

Fashion commentator and YouTuber Rian Phin worries: "Viewers, including me, cannot determine whether it is just an unexpected incident or a promotional strategy of fashion brands."

Fashion journalist Alexandra Hildreth said: "The recent activities of animal protection organization PETA at fashion week are not destructive.

The moment model Gigi Hadid asked French comedian Marie S'Infiltre to leave the catwalk, when she suddenly blocked and strode with the models at the end of the Chanel Spring Summer 2020 show in Paris - Photo: New York Post

It may be rude to disrupt an event, but it doesn't hurt. If you want to make a change, there's never a right time. While some people may be upset about the investment of money and effort in a show, sometimes we need to look at the broader social context to understand the reasons behind the protest."

When it comes to getting your message across to the right people – designers, media, brand leaders – fashion week is the place to be.

“Everyone who needs to hear is gathered in one place. If we want to make a difference in an industry as conservative as fashion, actions like this – at the right time, in the right place – are absolutely necessary,” Alexandra Hildreth asserted.

SHANGHAI

Source: https://tuoitre.vn/demonstration-on-catwalk-necessary-to-show-off-spotlight-20250627012238428.htm