Blink and you'd miss it.
Last night at the New York Public Library, Marc Jacobs held his fall 2023 runway show, which began promptly at 7:30 pm and ended three minutes later. The 29 models did a full two turns and then they were done. Those in attendance didn’t even realize what was happening until at least a minute in, which is when they realized they'd better take out their phones or they wouldn’t be able to capture anything.
It was an obvious contrast to two fashion spectacles that had taken place days earlier and seemed engineered for social media. Pharrell Williams’s highly anticipated, guests were seated in row boats on the grand canal of Versailles. Both shows were featured prominently on Twitter for hours before and after.
But Marc Jacobs was truly an "if you know, you know" affair. The show notes were written by chaptGBT, which was convinced the collection was a triumphant fusion of “masculine tailoring and feminine elegance.” It should have felt dystopian, this show with notes written by artificial intelligence and a runtime that reflects our attention deficit in the age of short-form content. But in fact, the show was far more joyous than the doomscroll that inspired it.
The three-minute show itself was certainly a commentary on the way we flick through images, and how fleeting they are after they’ve been consumed. And the robot notes might have felt like amoment to the writers and editors in the crowd. But to me, the whole thing read as a relief. The notes were terribly written, cementing the idea that to really put pen to paper, you need to have human hands.
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