What if screenings weren’t just for football fans or sports supporters? After Drag Race France and The Summer, I Turned Pretty, it’s now fashion’s turn to hit the big screen. A new way to experience Fashion Weeks, imagined by @Lyas. A great ambience in sight.
From TikTok to the front row of fashion shows
At the origin of this new way of watching but also of experiencing a fashion show is @Lyas, fashion influencer and part-time model. Seated front row at the most prestigious shows, dressed by Saint Laurent or Maison Margiela, close to today’s top models… his name is everywhere.
But before being invited to these exclusive shows, Lyas was first and foremost a voice on TikTok. A constant presence, rapid-fire videos, collection analyses, behind-the-scenes stories from the fashion world. He managed to bring together a loyal community of 280k followers. The biggest magazines quickly took notice: he recently interviewed Julia Fox for Numéro Magazine (New York), unfiltered, of course.
While he still reveals the behind-the-scenes, he’s now fully part of it. And naturally, his tone has shifted: the language is a little less biting, the critiques more nuanced. The relationships he builds with brands matter.
But the story shifts at a precise moment: the first Dior show by Jonathan Anderson. Lyas isn’t invited, even though he usually is (and has never hidden his reservations about Maria Grazia Chiuri). Frustration? Not really. More like an opportunity.
The turning point: Jonathan Anderson’s first Dior show
Aware that this moment is a milestone in fashion history, he doesn’t want to miss it. So, he comes up with a “Watch Party,” which he puts together in a flash at a bistro on Rue du Faubourg Saint-Denis in Paris. The idea: watch the show live, together, just like watching a match. The result? A large crowd packs around the small TV screen, spilling out onto the sidewalk. The setup is a bit makeshift, but the energy is palpable. And above all, the seed is planted: Lyas spends the summer developing the concept, looking for sponsors, all while documenting each step on TikTok.
And word spreads quickly, all the way to Jonathan Anderson himself. Moved by the initiative, the designer invites Lyas to his office and gifts him a legendary Book Tote from the new collection. In turn, the influencer thanks those who showed up: “It’s a thank you to all of those who make fashion relevant from outside.” A symbolic yet powerful recognition, confirming that the Watch Party is far more than a viral idea: it’s a new way of sharing fashion.
From a Parisian bistro to a European tour
Two commercials are released to announce what’s next. A deliberate nod to pre-game ads: the same codes, the same build-up of tension… but with a lipstick, a pair of Rick Owens boots, and a McQueen show on TV. Lyas doesn’t appear on screen, but his voice delivers the closing line.:
« London, Milan and Paris, of course. »
The first official Watch Party takes place in London, right after New York Fashion Week. Entry is free, drinks too. One small hitch: British law requires mandatory RSVP (because of the alcohol). A detail that sparks slight doubt in the comments, quickly cleared up by Lyas himself.
The images speak for themselves: cheers erupt in the room when one guest learns she’s scored an invitation to the Dilara Findikoglu show she had come to watch at the Watch Party.
After London, it’s on to Milan with two confirmed dates:
- 26th : The Attico
- 27th: Louise Trotter’s first Bottega Veneta show
The Paris dates haven’t been announced yet, but one thing’s certain: there will be plenty.
To make sure you don’t miss a thing, a dedicated Instagram page has been created for the event: @lawatchparty.
