Thursday, May 5, 2011

#1828 Camilla and Marc was the hardest show to get into all week

Photos: Katherine Lowe

As a fashion designer, you can't ask for much more than to have teams of show-goers queuing for an hour-plus just to get a chance to view your latest collection. So it was at Camilla and Marc last night, where PR agent extraordinaire Holly Garber ruled the entrance with an iron fist, turning away ticketless hopefuls, and forcing GAs (General Admittance invite holders, such as myself) to stand clear of incoming power-editors and Sydney celebrities. One young girl approached Garber toting her RAFW delegates' pass. "That's not actually an invite to this show," said Garber. "Nice try though!" Two middle-aged women tried their luck, attempting to use the same name to get in. "So your name's Wendy?" she said to one. "And your name's Wendy too?" she said to the other. "So you're both Wendy? Yeah, I don't think so."

I've been to Fashion Weeks all over the world, and the only shows that are that hard to get into are Prada, Marc Jacobs, Christian Dior and Alexander Wang. It may not be the friendliest approach, but it's a surefire way to build a brand's exclusivity and mystique. Holly Garber's got it down pat.









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1 comments:

Alexandra_morse said...

I love PR, I hate PR....in this case I hate it! beside the nice colors, from what I can see in these photos there is nothing we haven't seen before, so what's the big fuss ?! other than a PR machine at work?.....