FROM RUNWAY TO REELS: HOW FASHION WEEKS ARE TURNING INTO GOLD MINES FOR SOCIAL COMMERCE

Fashion weeks aren't just about the front row and the flashing cameras anymore. They're made for the "scroll-stopping" moment. Brands now care just as much about how their shows will look on a smartphone screen as they do about how they look on the runway, from Paris to Jakarta. High-end brands like Balmain, Jacquemus, and Louis Vuitton have mastered this change. The surreal giant handbag runway backdrop by Jacquemus? Just bait for Instagram. The light show with drones from Balmain? Made to go viral on TikTok. The Seine has a floating runway for Louis Vuitton? A drone filmed a show that went viral in a matter of hours.

The formula works even in Southeast Asia. BTS content, models laughing backstage, designers making last-minute changes, and exclusive looks at accessories before they hit the catwalk now get as much attention as the main show. Brands know that the "story before the story" keeps people interested.

Raffles Jakarta's Fashion Event Success Stories

We have seen how this strategy boosts brand storytelling and engagement at Raffles Jakarta. Our student-run fashion shows don't just wow people in person; they also make a splash online. Each event is carefully planned with a strong visual identity, interactive moments, and camera-ready details to make sure that both media coverage and social shares happen naturally.

What's Next? Big News in September 2025

We're so happy to tell you that there's even more to come. Raffles Jakarta will be announcing an exciting Fashion Week this September in partnership with the Lippo Malls Group. This partnership will give our designers and students new creative opportunities and bring fashion to busy public places. You can be sure that it will be designed to have the biggest impact on social media. Stay tuned for the big news.

Improve Your Fashion Marketing Skills

Do you want to know how to make a fashion show a hit on Social Media? Our Fashion Marketing program at Raffles Jakarta teaches you how to do just that by combining creative direction with digital strategy, working with influencers, and fashion marketing events.

Follow us on Instagram, TikTok, and YouTube to see what happens behind the scenes.

To find out about upcoming events, go to our News and Events section.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta