From Exclusivity to Accessibility: What ‘Secluded’ Events Mean Today

On October 15, Victoria's Secret made their grand return to the runway, showcasing all the iconic, fabulous angels for a global audience. As viewers from home streamed supermodel icons including Bella Hadid, Adriana Lima, and Heidi Klum, from their TVs, there was distinct divide between the “average” viewer and the high-end guests in attendance. This separation sends a clear message: for many of us, strutting the stage or observing the stars in person is not an option.

Historically, other major fashion events like New York and Paris Fashion Week have been organized similarly. High-end brands would preview their upcoming season looks exclusively for top buyers and celebrities, who then decided which pieces to add to their collections.  Much like the Victoria's Secret show, this approach created a sense of division between the average person and the wealthy elite. However, within the past couple of years, we've witnessed a change in what a secluded event really looks like - breaking down the barriers of traditional fashion shows. 

In 2020, when Covid spiraled and locked everyone into their houses, for many of us, social media became our primary means of communication and connection. Platforms like TikTok exploded, and people started posting themselves singing, dancing, and sharing relatable stories of their lives, helping many to feel less alone during these difficult times. As a result, influencers with millions of followers began to emerge, and soon after, we saw these influencers strutting the red carpets next to icons like Tom Cruise, Leonardo DiCaprio, Meryl Streep, and more. This shift became obvious during this year’s New York and Paris Fashion Weeks when TikTok influencers like Alix Earl and her sister received personal invitations to these events. Following this trend, even lesser-known influencers like Demetra Dias were invited to an exclusive Princess Polly event, showcasing how much the “faces” of these brands have changed. 

It’s fascinating to see TikTok influencers being included in these originally exclusive, glamorous events. This fascination is the exact reason why brands invite influencers - because the majority of the population, especially younger audiences, regularly engage with their content. When people watch these “average” influencers create “Day In My Life” or “Get Ready With Me” videos, it feels as if they could be our friends, creating a sense of trust and relatability. 

Brands like Chanel, Princess Polly, and ASOS all recognize this connection, which inherently makes influencers more sought after. For instance, Princess Polly regularly sends PR packages to influencers, both high-end and lesser-known ones, encouraging viewers to purchase the same clothes as them. Meanwhile, more prestigious brands are using events to develop their clothing and brand identity, such as when Louis Vuitton dressed Youtuber Emma Chamberlain for the Met Gala. It’s a clever strategy that shifts away from traditional exclusivity while still keeping an element of allure. As TikTokers vlog their experiences at these events, viewers get a taste of what it feels like to be a celebrity, which boosts engagement with these brands. 

So the moral of the story? If you want the next invitation to NY Fashion Week or an exclusive brand event, start TikToking!  After all, in a world dominated by digital communication, anyone can become part of the allure :)