Chapter 1437 About the Means to Beat the Competition
As everyone knew, many actresses were trying hard to break into the international circuit. Compared to the noble red-carpet events, such as Oscar, Berlin, Venice, and Cannes Film Awards, attending the Fashion Week seemed more approachable with its lower threshold.
The semi-annual International Fashion Week was not just a major event of the global luxury industry but also an important time for many female artists to grab the headlines.
When it came to the autumn season, many stars would rush for the fashion shows.
Watching a fashion show could be deemed as a lofty matter, and although the threshold might be lower, it was not easy to get an event invitation still.
One must know that luxury brands held a tight rein over their invitations to a fashion show during the Fashion Week.
In practice, forty percent of the invitation would go to the world’s top fashion media; thirty percent would be used to invite famous fashion buyers; ten percent would be used to invite stars and guests; the other ten percent would be used for top VIP customers; finally, the remaining ten percent would be kept as reserves for some opportunities.
As a VIP, Mu Yazhe naturally received an invitation to the Milan fashion show, but he had tossed it aside earlier. He did not intend to attend it as he had no interest in fashion.
Only top artists could receive a direct invitation from the brands. The VIP seats at the front row were only reserved for those who were considered the best. An average celebrity would be unable to get a seat.
In addition, not only did those at the front row take priority in selecting the fashion wear on the catwalk, they also received a personal welcome from the brand’s top designers to pave the way for future cooperation
Those stars who had yet to connect with the brands could choose to network with the forty-percent media invited for the show.
As the domestic media coverage of fashion week intensified, the notion of watching a show with a star also became a focus of this.
Some media even hired stars as their ‘fashion observers’; it became a win-win and mutually beneficial mode of cooperation.
On one hand, the media could use the star factor to boost their content coverage; on another hand, the stars could use the media for publicity’s sake.
Those stars with the looks and style, but without a track record to boost, were ideal candidates that the media looked out for.
Of course, actresses with very low celebrity ratings would not have fit the criteria at all.
They were not even qualified to attend these fashion shows.
However, for a chance to be on the cover page and to make use of the buzz generated by the Fashion Week, many would pay for the trip out of their pockets. In return, they would use this ‘initiative’ of paying for the media travel expenses to ‘bribe’ the brand’s public relations in hopes of having a chance to get into the fashion shows through the back door. Even if there was no seat, standing to see the show would be enough to generate publicity for a few rounds.
In reality, was it really true that they attended the events with ‘show-stopping looks’, ‘dazzling style’, or ‘looking breathtaking’?
Many of these actresses did not receive invitations yet still opted to attend with a thick skin. They sashayed down the red carpet, only to be rejected by the heartless fashion shows at the door. Despite that, they still needed to put on a look of elegance as they stood outside the main gate for some lustrous promotional shoots to be used for publicity later on. Come to think of it; this was a good means to get a chance on the cover.
As for Yun Shishi, she got to attend the Fashion Week because her manager managed to get her a contract with a major brand recently.
That luxury brand turned out to be Louis Vuitton. He got her an endorsement deal, and as such, they received an invitation from the brand to attend the fashion show.