The use of content creators at fashion events has ignited discussions about professionalism and digital reach.
HUM Bridal Couture Week took place in Lahore recently, but conversations this season went beyond the collections showcased to include the individuals chosen for the final walk. High-profile content creators Ken and Jannat Mirza made their debut as showstoppers alongside film and television celebrities like Saba Qamar and Mawra Hocane. This decision has prompted a debate on social media about whether these roles should be filled by trained runway models or online personalities with substantial followings.
Critics argue that the purpose of fashion week is to highlight garments and craftsmanship, claiming that trained models are better suited for this task. They believe that content creators lack the necessary runway experience and may divert attention from the outfits due to inconsistent performances.
One commenter remarked that models should fulfill their professional roles, while influencers should stick to their area of expertise, emphasizing that fashion weeks have been successfully managed by models for years without the need for untrained individuals.
Another user expressed concern that the inclusion of influencers departs from the traditional essence of fashion week, stating that bridal couture should focus on the clothes and current trends rather than drama and engagement.
Others shifted the focus away from casting and more toward performance quality. A user commented on the need for those on the runway to execute their roles correctly, criticizing unpracticed walks that detract from the outfits and highlighting the importance of professionalism.
On the other side, supporters of the trend maintain that influencers can broaden a designer’s audience beyond the runway. Model Saheefa Jabbar Khattak noted that content creators should be respected for generating revenue and building brands and careers, referencing international examples of creators participating in mainstream entertainment.
Some content creators have also addressed the criticisms. Ken, who walked for Vestido1, stated that models were supportive and helpful behind the scenes, countering the notion that there is animosity among them.
Traditionally, the showstopper role has been occupied by celebrities to create memorable moments and draw attention to designers instead of showcasing technical runway skills. As fashion weeks adapt to the digital age, the inclusion of influencers could be justified, provided that professionalism is maintained. Ultimately, the focal point is not just who concludes the show, but the necessity for proper training and respect for the craft, regardless of the individual leading the finale.
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