The Row’s “No Phone” Policy Is Peak Quiet Luxury
Social networking platforms and the internet in general have become the gateway for which many consume their fashion related media and news coverage for more than a decade. And the fashion industry has taken to this relatively well, upon implementing live streams, applications, and other interactive features to bridge the gap between themselves and the general public. In fact, you can rarely attend an event today and not sense the omnipresence of digital technology, smartphones or otherwise. But at Paris Fashion Week, The Row established the true meaning of quiet luxury.
During the showing of their Fall/Winter 2024 collection, The Row prohibited the use of phones, social media, and the internet altogether by implementing a strict “no phone” policy to the attendees. The bold decision caused many to ponder what the role of technology is in terms of fashion and how this may change moving forward. Though it’s imperative to keep in mind such behavior isn’t necessarily out of character for the brand when you look at the history.
Mary-Kate and Ashley Olsen founded the luxury brand in 2006, but are notoriously private and reclusive following their high-profile childhoods – something they evidently wanted to extend to their brand. So while the internet blackout caught some off guard and prompted strong reactions, it makes sense for the brand DNA and the identity they’ve forged thus far. It’s important to note that The Row isn’t quite in-reach to the common consumer, but is commonly worn by celebrities or higher-profile individuals. The Row is very much seen as the “quiet one” in luxury which further validates such a decision, which was likely made based on personal preference.
The Row’s bold statement is hardly the first of its kind, all thanks to Tom Ford. Tom Ford made his strategic return to womenswear during his Spring/Summer 2011 presentation in 2010, but chose to prohibit cell phone usage. Much like The Row, the attendees were simply left with a writing utensil and paper to take notes and gather information the old fashioned way. Ford established a sense of control here in determining how images from his collection were distributed to the masses – opting to have professional pictures taken by Vogue photographers.
By telling attendees “no phones,” The Row seeks to revert back to a more traditional, engaging experience as a way to eliminate potential distractions. Attendees are more compelled to develop a greater understanding of what the collection has to offer – one they couldn’t get if they were looking behind a screen. This notably maintains the mystical, almost enigmatic essence closely associated with The Row, enhancing a sense of anticipation and the exclusivity of what the attendees were witnessing.
The varying discourse surrounding this begs the question: What does this mean for the future of technology in fashion? Taking away technology, specifically phones, in any capacity today is such a culturally significant act. Nowhere was this clearer upon the strong reaction to what The Row did; it is quite indicative of how much control technology has on society. People are quick to take sides, with some saying “technology is ruining us” and others claim “this is too much.” But amongst all this discussion, few have remembered the true purpose of a fashion show. Fashion shows are meant to be studied, analyzed and interpreted, which is why the preservation of artistic integrity must be kept in place.