How the front row becomes a meme Secrets of the delicate art of the front row

Never has the front row of the fashion shows been so filled with celebrities and familiar faces as at this last MFW. Perhaps it's the effect of the writers' and actors' strike that has limited the Hollywood elite's ability to attend public events, but Milan Fashion Week has turned into an opportunity for stars to meet, be seen, revive their popularity and at the same time increase the hype around the brand of which they are guests. It was enough to flank Rosalia and Kylie Jenner at Prada or gather a group of enthusiastic models and actresses like Kate Moss and Demi Moore at Fendi to give rise to memes and viral videos that are among the most memorable moments of the last seven days in Milan. It is not so easy to attract the attention of society and magazines by inviting the right celebrity. It is not enough to make a list of who is the coolest or most popular at the moment. Making a front row is almost an art form, a delicate and fragile balance that, if disturbed, can end collaboration, give rise to harsh criticism and even trigger diplomatic crises that can affect future working relationships. Remember Law Roach leaving the Louis Vuitton fashion show in a huff after being denied a front row seat next to Zendaya?

A brief history of the front row

Brands benefit from the prestige of celebrities in the front row and the hype that comes with it. In the beginning, editors and buyers had a monopoly on the front row, then it was royalty and movie stars, in recent years influencers came along and now it seems celebrities are dominating again. Just look at the guests who attended Sabato De Sarno's debut at Gucci. And this could be the trend of the future too. Why do we suspect this? Because François-Henri Pinault, CEO of Kering (the group that owns Gucci, Saint Laurent, Balenciaga and other luxury houses), recently announced that Kering has acquired a majority stake in CAA, one of Hollywood's largest talent agencies. This acquisition could secure the luxury giant a monopoly on many stars - perfect for increasing the hype and prestige in the front rows of the fashion shows of the brands belonging to Kering.