Last night I witnessed the intricate ballet of savvy PR and event-planning that has helped build Marc Jacobs into one of the only truly successful, global luxury brands that has been launched in the past 20 years.
It was evidence of the basic human psychological desire to be part of the cool crowd. You know those nightclubs that intentionally keep people waiting outside to give off the impression of being the hot spot of the moment? This was not all that different, except Marc Jacobs has been doing this for almost 20 years, and he has it down to a fine art. Plus, this is not just hype. He has a reputation for delivering collections that will inspire designers and consumers the world over as they adopt his take on of-the-moment coolness. Nobody wants to miss it. It is the hottest ticket in town
Here's how the night unfolded.
9:00pm - Crowds of guests and press have formed outside the Armory, but nobody is getting in. People are pretty calm, given the show was supposed to start at this time, except for a French woman who insists she must urgently get in now. She is promptly rebuffed.