Now, we don’t LOVE making your brain hurt with big numbers, but we’re going to do it anyway: What had 115,607,323 views in a week, was the number 1 Twitter trend globally during its live stream, was viewed 3.2 million times on its facebook page, and had a hashtag that was used 15,000 times? Was it the Grazia Daily April Fools? No! It was Nicola Formichetti’s debut show for Thierry Mugler.
Formichetti, uber-stylist and new creative director of the thirty seven year old house of Thierry Mugler, has opened up to WWD about his belief that the future of fashion lies online. The stylist said that when he started at Mugler, whilst ‘I had this amazing history and archive… there was nothing for me to work with to make it contemporary’ - hence his embracing of all things technological.
‘For me’ he says ‘it was taking those amazing historical ideas and transforming them digitally. I design digitally, I communicate digitally, and I live digitally, and I wanted to incorporate that into the brand.’
Formichetti also says he believes that the digital fashion age has helped young people to get their voices heard in an industry which is notoriously hard to crack. ‘The digital thing just completely twists everything. We’re all on the same page… Before, you had to go to school and learn how to make patterns and kind of pay your dues and work with someone, but now anyone can [pursue their career goals] — and if you’re smart enough, you can be as powerful as someone doing the same thing for 10 or 20 years. I love that you see bloggers and young kids in the fashion shows. We’re changing. Finally.’
Amen to that, Nicola. And, as if to illustrate this point, Formichetti says that immediately after the Mugler show, where his long time collaborator Lady Gaga took to the catwalk, he and ‘Gaga just ran backstage and went onto our computers and went on Twitter to see what the fans were saying.’ Which sounds more than a little like Grazia Daily towers. Only in SLIGHTLY lower heels.
- Alex Butt