Fashion week gets democratized: watch parties disrupt exclusive scene

Paris Fashion Week witnessed a seismic shift this season as fashion commentator Lyas, also known as Elias Medini, continued his disruptive trend: livestreaming runway shows for the masses. The practice, which began as a personal frustration, is now reshaping access to the industry’s most coveted events.

The rise of the fashion watch party

Medini, who gained a following on Instagram with his witty takes on fashion, started hosting informal watch parties after being denied a ticket to Jonathan Anderson’s Dior menswear show last year. His initial setup – a simple screening at a cafe in Le Saint Denis – drew 300 attendees, a far cry from the usual invite-only gatherings.

Now, his watch parties have evolved into meticulously organized events, complete with schedules, guest lists, and even sponsorships from brands like Casio and L’Oréal. He’s even been invited to shows, turning down some to accommodate those who would never otherwise attend.

The core of Medini’s appeal lies in his ability to bridge the gap between the industry's elite and the broader fashion community. “Fashion is always about who is in and who is out,” he explains. “The dichotomy between wanting to be in and out is also real.”

This democratization extends beyond mere access. The parties offer a space for genuine engagement with the collections, fostering a sense of community often absent from the hyper-curated world of fashion week. Luis, a marketing worker who attended a Tom Ford watch party, calls it “crazy that this is a new idea for people like me who have never been to a show.”

The industry, initially resistant, has begun to adapt. While Margiela remains the only brand to request no livestreaming, many others have embraced the concept, recognizing its potential for brand visibility and audience engagement. Medini himself has even been approached by brands looking for new ways to connect with consumers.

But the path hasn't been without challenges. Medini recently accused Vogue of borrowing the concept of a watch party for their Vogue Café pop-up for Balmain. This incident underscores the competitive nature of the industry and the constant struggle for recognition.

His efforts reflect a wider trend. Central Saint Martins library has been screening archive runway shows since 1979, sparking conversations and debates within the academic community. These initiatives, along with Medini's popular parties, challenge the traditional exclusivity of fashion.

The influence of commentators like Medini, who rose to prominence during the pandemic when the industry shifted online, is undeniable. Their ability to connect with audiences through social media has created a new power dynamic within fashion.

Medini’s ambition goes beyond hosting watch parties; his vision is a