Not anymore—the cool kids like it better backstage
Generation Z and younger Millennials prioritise backstage experiences over front-row seats, valuing authenticity, exclusivity, and behind-the-scenes access. A seat there signified your importance; it indicated your power and influence within the industry. However, times are changing, and so too are the priorities of the new generation.
Today’s fashion-forward youth, especially Generation Z and younger Millennials, are less interested in sitting next to Vogue’s Anna Wintour. Instead, they are drawn to a different kind of access: the so-called “backstage experience.” For them, watching models getting ready, chatting with designers, and witnessing the chaos behind the curtain is far more exciting than being photographed in the front row. After all, why be a passive observer when you can be part of the action?
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More brands than ever have started offering exclusive backstage access as a unique experience, allowing selected guests—usually the in-the-know, cool crowd—to witness the magic unfold up close. At Balmain, for instance, creative director Olivier Rousteing has made its backstage experience a hotspot for young tastemakers to mingle with models and the in-house team, embracing the raw and unfiltered side of fashion.
Today’s generation prefers to watch the show from the comfort of their sofa or stream it live from a cosy spot surrounded by their people rather than pretending to enjoy the compromises of sitting stiffly at the sides of the runway among the guests. There is a sense of community in these shared experiences, whether it’s watching the latest Gucci or Prada collection on TikTok while engaging with fellow fashion enthusiasts in real-time commentary or meeting up in person with friends.
As for those who are still obsessed with securing coveted front-row seats, they mostly belong to the old guard of the fashion world. This includes long-time professionals who have been covering the runway for decades and still seek to be seen in the front row, holding on to the belief that their presence validates their expertise. Then, there are influencers and content creators who rely on front-row seats to capture those perfect Instagram stories. However, even they are starting to appreciate the allure of backstage access, especially as younger people become more influential. Even buyers, once among the most important front-row guests, are now opting to skip the show altogether. Many of them prefer to see the collections in private or online at their convenience rather than attending in person.
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In a world where immediacy and authenticity matter more than traditional symbols of power, the front row is losing its lustre. The future of fashion is unfolding behind the scenes and on our screens—less so on the catwalk. And for the new generation, that’s precisely where they want to be.
Angelo Ruggeri
Journalist, Master’s Programme Tutor & Fashion Styling Course Leader, Milan