How Schiaparelli mastered virality through craftsmanship

How Schiaparelli mastered virality through craftsmanship

by Robyn Pullen
3 min

Virality at Fashion Month is something every brand is desperate for a piece of. Elevated luxury brands like Rick Owens and LOEWE use dramatic, immersive shows spaces to capture our attention, whilst newcomers like AVAVAV and Coperni resort to stunts that send the internet into a frenzy. But the reigning King of virality at Fashion Month is undeniably Daniel Roseberry, Creative Director at Schiaparelli.

This is because Schiaparelli has mastered virality through craftsmanship. The expertly crafted pieces in Schiaparelli’s collections are what crowds come for, from avant-garde jewellery and dresses adorned with hyper-realistic lion heads to the ruby-red, reptilian textured dress worn by Kendall Jenner at SS24. Rather than relying on stunts or venues, Schiaparelli knows that its audiences will come for the clothes, and stay for the clothes.

Schiaparelli’s viral moments begin before its shows have even started, due to the fact that it dresses its celebrity guests in its own designs, the likes of which are often capable of competing with the collection itself. For example, at Schiaparelli’s Haute Couture show in Paris last January, Kylie Jenner dressed in a look from the very collection that she was attending, wearing a giant, faux lion’s head on the front of her dress. Footage of Kylie Jenner arriving at the show was dominating our feeds before it had even started. Without even having seen the collection, Schiaparelli already had us hooked.

Then, there are the collections. From lions to lobsters, Schiaparelli’s Ready-to-Wear and Couture collections are watched for their whimsical takes on luxury, transforming gowns into works of art and models into the sculptures they’re draped over. This season, at Schiaparelli’s FW24/25 Ready-to-Wear show, we saw the brand celebrate Elsa Schiaparelli’s iconic motifs, from the keyhole to the shell. Daniel Roseberry pulled on the House’s surrealist history once again, creating a collection that blended effortlessly constructed tailoring with gold-adorned puffer jackets and sparkling, diamond gowns with double denim co-ords.

Schiaparelli ©
Schiaparelli ©
Schiaparelli ©
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An aspect of Schiaparelli FW24/25 that went immediately viral appeared in the form of braided ties, made out of what looked to be human hair; however, this isn’t to say that the entire collection didn’t garner viral attention. Whilst there’s always one aspect – usually an unusual or eye-catching piece, like the lobster jewellery last season – of Schiaparelli’s shows that sparks the most traction online, the craftsmanship featured in every look is unmatched. 

Schiaparelli has earned its reputation and mastered virality at Fashion Months, not through stunts, but by creating looks so flawlessly crafted we can’t look away. From the guests arriving to its closing look, the expectation that Schiaparelli’s designs will be groundbreaking, avant-garde, and extraordinary is met on every occasion.

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