Cathy Horyn panned Maria Grazia Chiuriâs fall 2017 show for Dior, noting that her âdesigns didnât pull weightâ and that she effectively âtook the air out ofâ the houseâs famous Bar jacket. She wrote that she had a âbeef with Chiuriâ — though it had vague foundations, having something to do with a lack of surprise in Chiuriâs designs.
This negativity may be part of Horynâs schtick, but it runs through other critics’ reviews, as well.
Robin Givhan, of The Washington Post, tends toward drier digs, as with her latestÂ take on Olivier Rousteingâs Balmain: âConsider his fall collection to be a sort of African road trip with ‘Smells Like Teen Spirit’ blaring from the speakers and huge bags of Cheetos and Doritos piled in the back seat of the Range Rover for snacking.â
Vanessa Friedman, of The New York Times, throws fewerÂ punches, though they do appear off-hand, like a recent comment about Valentinoâs too-precious approach.
And the list goes on.
Presumably, these comments sting those subjects who read them — but do they read them? And, other than boosting or bruising a few egos, how does this old-school practice of weighing in on each collection affect todayâs industry, if at all?
Below, a host of industry insiders — including buyers, retailers, designers and critics themselves — weigh in on the role of the fashion critic in todayâs world.
An unwelcome question
Robin Givhan was initially frustrated by the question of what a fashion critic’sÂ role is today.Â âThe title âfashion criticâ seems to create all kinds of tension, paranoia and concern among people,â she said. The industry might be changing, she added, but the essence of her job remains the same: âto report the news of the industry and look at it with a critical eye.â
Vanessa Friedman agreed, explaining what to her is obvious: âI think a criticâs role has always been to act as [an] interpreter between designer and consumer. That means you bring to it a certain amount of historical and contemporary context. You provide the framework for how people think about clothes.â
As interpreters, theyâre also helping designers understand how their work comes off, said Friedman. âIt can be hard [for designers] to see it objectively,â she said. âCritics [can help] them understand how things are interpreted, which is not necessarily how they meant for them to be interpreted — because clothes, once theyâre on a rack, have a life of their own.â
A fashion mediaÂ veteran, speaking onÂ condition of anonymity, is less convinced. âI donât think fashion critics have any influence over what designers do,â she said. âI think the only person who has influence on what designers do is Anna Wintour, but thatâs not due to her taste; itâs because Vogue is the outsized bible of the industry. But does Vogue even have a fashion critic? No.â
Chris Benz, the designer currently behind Bill Blass, confessed to reading reviews from time to time, but said they donât affect what he sends down the runway. âIâve always been quite dedicated to my own narrow vision of whatâs cool and exciting, and sometimes that aligns with overarching trends and critics’ praise, and [sometimes it doesnât],â he said. â[Sticking to your guns] is the best way to navigate criticism â and itâs hard to argue with [any] product that consumers respond to at retail.â
The retail response
Paying more attention to what works in retail certainly seems like the practical choice. But perhaps said retailers look to critics’ reviews when shopping for their stores?
Ken Downing, the fashion director and senior vice president of Neiman Marcus, doesn’t. âIâm of the belief that too many opinions cloud your decision-making process and can lead you in a direction that might not be appropriate for your customers,â he said. âIâm not interested in their opinions because I have my own opinion, and Iâm really thinking about whatâs going to be best for my stores.â
Claire Distenfeld, the owner of New York luxury boutique FiveStory, reads the reviews but is equally unmoved when it comes to culling product. âI buy for my client; I buy for what makes her feel and look good, and most of the time, those items that are retail home runs are the opposite of whatâs [being] celebrated on the runway,â she said.
And, as both Downing and Distenfeld pointed out, runway shows simply arenât reality.
âOften, what you see on the runway isnât a true representation of whatâs going to be in the showroom,â where the real decision-making happens, said Downing.
What’s more, said Distenfeld, a review canât answer a buyerâs most pressing questions, such as: Does [this piece] serve multiple purposes? Is there value in it? Is it comfortable?
âWhen people are writing critiques, theyâre writing about their overall impression of the runway, and thatâs not necessarily a clear commentary on the clothes and their sellability,â added Downing, who pointed out that a lot of the items that seem sensational on the runway either never go into production or lack âsubstanceâ when viewed in a showroom.
Critics as conduit
Robin Givhan, for her part, said it behooves retailers âto look at a variety of sources of information,â including reviews, âto get the best and most well-rounded sense of a brandâs footprint in the industry.â She also noted that those reviews make up a mere 10 percent of her workload.
âI think thereâs so much more that critics do beyond the shows that has an impact on how people shop, how they think about different brands and, perhaps, how retailers consider stocking their stores,â she said, citing a piece she wrote about Rodarteâs uneven ratio of hype to profit as an example. Of the story, she said: âI think itÂ was an interesting lesson for readers to understand about the smoke and mirrors of fashion â that just because you see something on the red carpet doesnât mean it [comes from] a successful business.â
Critics, then, help to shed light onÂ the proverbial secretsÂ of the fashion world — though those mysteriesÂ are increasingly uncoveredÂ by the endless streamÂ of digital media and fashion bloggers at industry events.
âThere is so much immediacy with consumersâ access to fashion shows that the role of a fashion critic has really changed over the years, from more reportage to contextualization,â said Chris Benz. âIn [an] age where everyone can see everything that was previously revealed only to the fashion press and buyers, consumers can formulate opinions themselves and use critics as more of a sounding board.â
Givhan disagrees that the rise of digital has altered her role in any way. âI donât think it really matters whether a show is live-streamed or some members of the public are able to see it,â she said. âThe reality is that not everyone [will] be able to see it, and as a journalist, I offer something more than just a description of whatâs coming down the runway.â
Fashion insiders, however, are torn about whatâs actually on offer.
â90 percent of reviews make no sense; itâs just gibberish,â said the aforementioned fashion mediaÂ source, though she blamed the larger fashion system for those results: âItâs structured to make people generate gibberish: Youâre rushed from show to show, you have no time to process what youâve seen, youâre having bright lights and big sounds directed at you, youâre like a rat in a lab maze,â she said.
Simon Doonan, the creative ambassador of Barneys, believes that, though they may not affect the industryâs bottom-line, criticsÂ sustain a level of prestige in the industry thatâs hard to come by today. â[They help] maintain an elevated concept and idea of fashion [by] looking at fashion from 60 thousand feet, [instead of from] a buyerâs more pragmatic point of view,â he said.
The fashion mediaÂ veteranÂ concedes to this — well, sort of. âDesigners still want print reviews because itâs prestigious; it gives them the imprimatur that their work is art,â she said. Whatâs more, she said, the houses see it as invaluable advertising â though she questioned whether thatâs legitimate, given the unlikelihood that many people actually read the reviews.
What they can all agree on is the effect of a good review on an upstart brand.
âFashion critics are most effective when theyâre bringing news of young, undiscovered talent that could pique our interest,â said Downing, noting that the enormity of shows these days makes it impossible to see every collection on offer. But, even then, he prefers to browse Vogue Runway to catch up on missed collections. âThat way, I can form an opinion based off a visual more than the written word,â he said.
Relevance in question
If all of these conflicting opinions reveal something, itâs that the relevance of fashion critique is no longer a given. Most of the people we spoke to cited digital data and street style trends as more important metrics of a brandâs success.
â[Reviews] are among the least-read of stories — itâs a bit of a charade,â said the fashion mediaÂ source. âThey are published because the houses want them and designers feel validated by them.â In short, they are published to feed fashionâs ever-hungry ego. Non-fashion publications, like newspapers, are keen to have fashion content, she added, though theyâre by no means wedded to reviews — after all, âweâre in a traffic-driven world.â
âThe fashion critic was very relevant pre-digital era,â said Downing, âbut [with] so many voices in fashion now, and so many opinions, more and more people in the industry have developed a clear voice themselves [and are] their own fashion critic.â