The Row's FW24 and the Unspoken Allure of No Social Media
A different runway
The Row's FW24 show was a secret affair that only a few lucky people got to witness. The brand asked everyone to keep their phones away and not share anything on social media. This made the show even more mysterious and exciting, as everyone else had to wait and wonder what the Olsen twins had created.
The Row doesn't need to follow the usual rules of luxury fashion, where everything is posted online right away. They have their own style and vision, and they know how to make people talk about them. The Row is the master of word of mouth marketing, and they also show that quiet luxury is more powerful than loud and flashy.
Vogue's Hannah Jackson asked if The Row's no social media policy was the ultimate act of quiet luxury. She pointed out that while social media can be useful, it can also be seen as a way of showing off. The Row doesn't need to show off, because they have the respect and admiration of the industry and the customers.
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