Behind Closed Doors...

Fashion can be an escape. With editorials shot in the tropics and annual fashion shows across the globe in such places as Paris or New York, it is fairly easy for a person to become enamored with such a jet-setting lifestyle that few actually consistently live. The renowned fashion week takes place in various cities throughout the world throughout the entire year with the most infamous being the semiannual shows taking place in the fashion capitals- New York. London, Milan, and Paris. In the early 1900s, fashion shows served primarily to entice customers into coming into various stores while in the 1920s shows grew to become more elaborate thus luring thousands of people into attending.
Nowadays, shows of the most famous designers are closed to the general public with admittance being granted to only those with an invitation. For example, "The online schedule for the [fashion week] in New York states quite clearly 'Entry by Invitation Only, Not Open to the Public". The mystique and air of mystery behind shoots and shows peaks the curiosity of the average citizen as he or she might never be granted access to such events. With celebrities, designers, models, and staff from magazines or newspapers flocking to the central meccas during the year, it is truly a wonder as to what the fuss is all about; all the average person sees is a few pictures online or short clips of a show. Such short bits of information make people thirst for more and keeps everyone wondering as to what the city is like or what the famous at the shows in the various cities will be doing next. People may aspire to be deemed worthy enough to be able to receive an invitation. The fashion industry keeps people guessing albeit about what the new spring or fall line looks or what inside secrets lay hidden within the labyrinth of the fashion industry. From a psychological, as well as marketing standpoint, the concept seems fairly basic. Deny the masses a luxury or some vital information and they will seek to want it more. A lack of access to an event that one wanted to go to would only make them want to go more or go again the next time; admittance to the events is similar to that of an owner hanging a treat over a dog's head. The dog gets the treat when the owner wants to give it. Occasionally, an owner might drop it or feel sympathetic and give in but usually the owner retains control. Designers can control the public and excite them by not giving in.