You have thoughts, and so do we, so we’ve decided to bring our office water cooler talks and endless Slacks to you here.
Maliha Shoaib: Fashion’s adoption of teaser tactics feels in line with what we’ve seen in other creative industries, like film and music. Think about a Marvel or a Disney movie — when they drop a teaser, fans go wild dissecting every frame and pulling out easter eggs. Of course, people say it spoils the movie, but the anticipation becomes part of the experience. Same with music: artists tease a 15-second clip on TikTok with the hopes that it will go viral. When the full track drops, either it becomes even bigger, or it doesn’t quite live up to expectations.
José Criales-Unzueta: I agree, but the challenge here is that you can’t tease a fashion show with a 30-second trailer like you do a movie or a music video, because, unlike film, the show hasn’t happened yet. And if you do reveal something — a look, the set, a model — you’ve just spoiled a large part of the fun.
Hilary Milnes: That’s why we’re getting such a mix of detail in these teasers. You have Gucci, whose teaser is a full-collection drop, complete with a star-studded 33-minute film — the faster Demna’s clothes get to stores, the better. Dior also flexed its celebrity stable by releasing a batch of campaign images starring cool girls Mia Goth, Mikey Madison and Greta Lee (a Jonathan Anderson devotee). Then you have Bottega, whose teaser was a splash of green liquid.