Recently, the fashion world turned its eyes to Paris as Louis Vuitton unveiled its Fall/Winter 2025 collection in what can only be described as a bona fide spectacle. The spotlight shone bright on the dynamic duo, Pharrell and NIGO, who, once again, joined forces to set the scene alight. But here’s a fun twist – as LV streamed the show live on Instagram, the comment feed lit up with an unexpected name: J-Hope. Yep, that’s right, the BTS superstar seemed to be on everyone’s lips, or rather, fingertips, proving his fashion influence reaches far beyond the stage.
It wasn’t just because he was front-row at the fashion show—when J-Hope teamed up with Don Toliver for the new banger "LV Bag," which debuted as the show-stopping soundtrack, that really stole the spotlight. K-pop fans went absolutely wild over the surprise release of "LV Bag." The energetic reactions weren’t just confined to Instagram; over on YouTube, the live-stream comments skyrocketed past 1,000, sparking major buzz. By comparison, last spring's LV runway chatter could barely muster up 700 comments. And let's not sleep on TikTok—clips featuring "LV Bag" have been snagging likes in the tens and hundreds of thousands, seriously cranking up the exposure for the LV extravaganza. This track isn’t just a hit; it’s a cultural moment, turning runway music into a viral sensation and making everyone talk, tweet, and TikTok about LV’s latest moves.
Nowadays, whether it's Louis Vuitton or any other label, incorporating elements like music and live performances into fashion shows has become increasingly common. Music has indeed become a key component in transmitting the vibe and message of a fashion show. Looking at recent runway events, it's clear that music is securing its indispensable spot in the fashion world.
As a maestro music producer, Pharrell has an unmistakable knack for spinning social media buzz with unreleased tracks. Take, for instance, the LV Bag. During its debut show, K-Pop sensation SEVENTEEN dropped their single "Bad Influence," exciting fans and fashionistas alike right from the runway. LV shows historically echo this vibe, previously spotlighting unreleased tunes from Clipse and, at the Fall/Winter 2024 show, an undisclosed track from Miley Cyrus made its way into the limelight. This tactic is consistently fresh, serving as LV's secret sauce to slay the social media scene. Flashback to Kim Jones's LV Spring/Summer 2018 showcase, where Drake’s fresh track “Signs” made a surprise drop, the thrill continues. In the world of high fashion, where aesthetics meet acoustics, Louis Vuitton knows how to keep the audience buzzing and the playlists trending.
When it comes to the ultimate mash-up of music and fashion, look no further than Ye, who dropped his track "Wolves" during the debut of Yeezy Season 1 at New York Fashion Week in 2015—a total game-changer. Another iconic moment was when Lady Gaga premiered “Government Hooker” at the Mugler Fall 2011 show. Fast forward, FKA Twigs turned heads with a live rendition of “Unearth Her” at Valentino’s Spring/Summer 2024 during Paris Fashion Week. Just last year, the Chanel Spring/Summer 2024 haute couture show was buzzing, thanks to Kendrick Lamar who crafted an exclusive short film for the runway, featuring his unreleased tracks that had fans on the edge of their seats. These instances aren't just shows; they're where the heartbeat of fashion meets the rhythm of music, creating unforgettable cultural moments that resonate across the globe.
Fashion shows are far more than just a playground for designers to flex their creative muscles—they're also a platform where brands communicate their emotion and taste. Music plays a pivotal role in crafting this emotional ambiance. When top musicians debut their unreleased tracks at these shows, they do more than just provide a soundtrack; they break barriers, leveraging their fanbase's enthusiasm to amplify the brand's influence. This strategy propels the content of the fashion show onto a broader stage, intertwining the worlds of music and fashion in an electrifying dance that captivates audiences far beyond the front row.
Moreover, brands are increasingly leveraging live music performances to unveil their collections, transforming these reveals into concert-like spectacles that go viral on social media. This trend is blurring the lines between music and fashion. Take, for instance, the recent LV 2023 Spring/Summer men's show, where Kendrick Lamar performed live, singing several tracks while donning a crown of thorns—an image that's still vivid in our minds. Equally breathtaking was Beyoncé's performance at Vogue World 2024, which left everyone spellbound.
When it comes to the Victoria's Secret Fashion Show, it's impossible not to mention some iconic examples. In the past, performances by superstar guests like Taylor Swift and Bruno Mars turned into classic moments. Recently, the live acts by Tyla and Lisa have sparked massive buzz on social media.
For brands, live performances by musicians do much more than just vibe up the atmosphere; they add a delicious layer of complexity to a brand's narrative. This blend of sight and sound captivates social media users, supercharging their sensory experience. It allows brands to break out of the traditional fashion bubble, catching the eye (and ears) of folks with diverse interests and sparking widespread conversations. This isn't just about turning up the volume; it's about amplifying the brand's presence across the cultural spectrum, making the buzz about them impossible to ignore.
Moreover, an increasing number of brands are now getting DJs or producers on board to curate killer playlists for their shows. While this might not have the star power of celebrity artists, dropping these playlists on streaming platforms has become a slick strategy to carve out a brand’s image.
As the mastermind behind the soundtracks of Alexander McQueen's shows, John Gosling has been crafting the perfect playlists for nearly two decades, encapsulating the brand's most iconic musical moments through the years. Meanwhile, CHANEL’s "The Sound of CHANEL" project is all about bringing back the enchanting melodies that grace its runways each season.
Music is no longer just a background player in fashion shows, it's the main event. It's the secret sauce that's making waves beyond the runway, driving conversations and whipping up fan engagement like never before. Whether it's fueling fiery interactions among followers or serving up bite-sized gems perfect for short-form video platforms, music has become a crucial component of a brand's narrative expansion. As the demands of social media evolve and diversify, music remains a key ingredient for brands looking to dazzle and capture the spotlight.
