News
WORLDWIDE – WATCH PARTIES: WHAT STARTED AS A PERSONAL ‘REBOUND’ HAS BECOME THE HOTTEST EVENT FOR FASHION BRANDS
Origin Story
Who would have thought watch parties started from a tantrum? In 2024, influencer Lyas (Elías Medini), upset at missing Dior’s show, rented a Paris bar, brought his TV, and streamed it to followers. The hit among hundreds of young people turned 2025-2026 editions into official sponsored events like with MAC Cosmetics. Ironically, Jonathan Anderson—former Chanel creative director, now at Dior—sent Lyas gifts and invites, as it generated more buzz than the front row.
Gen Z Appeal
This phenomenon thrives on Gen Z viewers’ traits: silently watching a runway bores them; they crave live commentary like a soccer match, diving into fabrics, textures, and trends. The charm is its raw, non-academic vibe—”those ruffles are so overdone.”
Brand Adoption
Jacquemus quickly embraced it, launching Pop-up Watch Parties in 2025-2026 in LA and Seoul, inviting fans to giant screens for launches while grabbing coffee and flowers. It makes fans feel part of the exclusive club and lifestyle, turning self-invited crowds into influencers.
Interactive Twists
At 2026 Fashion Week, Willy Chavarría’s show surprised watch party attendees by inviting them mid-event to the real runway.
Latest Event
Lyas’ latest turned Paris’ 10th district fire station La Caserne into a global runway. Over 2,000 packed the outdoor night space for Matthieu Blazy’s first Chanel show live from Grand Palais—cheers erupted as models appeared, feeling front-row close.