US – In an era when the relevance of fashion shows is being questioned, American brand Eckhaus Latta delivered an alternative that felt refreshingly personal and authentic. Instead of a traditional runway, the design duo hosted an intimate dinner in a Tribeca loft, inviting close friends to style themselves in their Spring collection.
The low-key atmosphere quickly shifted when comedian Kate Berlant announced, ‘Oh, you thought this was just a dinner. Wrong,’ as guests, including artist Ella Emhoff, took turns strutting down a makeshift runway.
The experience emphasised the freedom that comes with independent creativity. ‘It’s not like we are beholden to some sort of board,’ said Zoe Latta, co-founder of the brand, highlighting their intention to disrupt the fashion show format.
This approach reflects the evolving relationship between fashion and community, blending casual celebration with the showcase of new designs.
Strategic opportunity
Explore non-traditional formats to create unique, memorable experiences that focus on community engagement and storytelling rather than following conventional industry expectations