Indian fashion designers explain why the coveted front row has become a joke

It is both a privilege and an honour to watch the show from the front seat of a fashion show. However, according to some of the most prominent designers in the Indian fashion industry, the row has lost both its purpose and sheen.

Renowned fashion entrepreneur and luxury maven Kalyani Saha recently said, "Front rows all over the world are key to hold the attention of the media in general, but you are end of the day as good as your collection. “Designer Wendell Rodricks added to it saying, "A front row seat is a premium seat. Often, the show seating is adjusted with not just the front row, but the first three or four rows. In India, beyond the first four rows, the seats are termed as free seating."

He further said, “Seated on a front row is a luxury and a privilege. However, in recent years, the front row has been used by people, who do not merit a front row. People use an unoccupied front seat normally from sponsor seats thereby diluting the prestige of a front row. Internationally, the front row is not just a premium seat but the A listers on the front row are also dressed in the designers clothes as a tribute to the designer. Sadly in India, this is not the case.”

Celebrated designer Monisha Jaising too talked about the diminishing charm of the front saying, "It’s the concept and designs of the show that say a lot about the aesthetics and growth of a designer. The fact that many designers today, are judged just as harshly by who sits in those seats than by the ensembles on the runway cannot be ignored. An elite front row does not necessarily define about where the designer comes from, but definitely enhances brand building." Giving a solution to the problem, she added, “Fashion shows today, are superficial promotional platforms for brands to gain extravagant recognition among a wide audience. Presence of a diverse, elite and stylish front row at these shows from within or outside the industry certainly portray an exclusive brand image in the media. Although, I believe that people amid the front row should be influencers, who can relate to ideas and vision of the designer. Front row today, must have fashion editors, celebrities, influencers, buyers, renowned stylists and bloggers, but also the brand's loyal clients, eye candy, friends and family of the brand, who in some or other way contribute to the energy of the show as well as the designer. So, I think one should have an astute knowledge for the right mix of these front row guests to express and unveil to an audience, a desired sartorial brand image.”


CREDITS: DNA