Fashion's most exclusive VIC events appeal to an ultra-elite sector of shoppers. Going beyond classic norms in the fashion industry, like runways or public events, these private invite only, hyper-personal affairs are hosted in iconic fashion hubs like Paris, Milan and New York. They feature  haute couture presentations, privatized invitation-only shopping experiences, and multi-million dollar jewelry previews. The creator to consumer relationship is incredibly important in today’s fashion world, and companies are seeking interpersonal ways to further connect with their elite clientele that goes past a relationship that is purely transactional. 

Haute couture presentations are also referred to as “re-sees” are an exclusive, close-up viewing of a runway collection hosted by a designer luxury fashion brand. Taking place typically a day or two after a runway show, these intimate experiences allow for fashion editors to inspect the clothing and retail buyers to place orders. These invite-only experiences are available to approximately 4,000 of the most elite fashion clientele. Predominately held in Paris, but sometimes at global destination shows, these events are an intimate presentation that prioritizes quality and the observation of beadwork, test swatches, and the inspection of garments while collaborating with the designer house artisans. Runway shows are over the top spectacles taking place in the fashion capitals of the world.

This exclusivity transcends the standard locations, with luxury labels often hosting off-calendar events in other glamorous locations. From private trunk shows and Métiers d'Art collections, that bring bespoke Chanel pieces and custom tailoring straight to elite clients globally. These events do not only exist in the realm of fashion, rather they trickle into every aspect of pop-culture. At the Cannes Film Festival, brands like Chopard and other independent couturiers host pop-up show rooms and galas along the Boulevard de La Croisette to clothe high-networth clients for these illustrious red carpet events. 

Chopard cafe at Cannes, Chopard rooftop Cannes via @tatoshe4ka 

Ultra-elite shoppers have the opportunity to enjoy shopping in a private space. These über-wealthy individuals gain access to hyper-personalized experiences that exceed standard retail procedures. Solely through invitation are these VIC’s able to acquire such luxury, only those who are top spenders and repeat customers of these major fashion houses secure their spot at bespoke trunk shows, front-row at the top runways, and remote luxury tours. High-end brands like Chanel or Louis Vuitton clients generally spend upwards of $200,000 annually, with the entry level perks of these top tier brands beginning around $30,000. Personal connections with these designer brands do not end once the client leaves the boutique, many luxury brands offer their VIC’s at home accommodations that include, concierge services through TSA, private jet/car transfers, and luxury hotel services. Exceeding the boutique space, brands often show their appreciation for their lavish  clientele by treating them to luxury tours in international destinations, including multi-day trips to Edinburg, Scotland for a Dior Cruise show, or weekend palazzos. During the private shopping experience, clients are given access to designer pieces months in advance to their public release. Personal shopping epicenters like Farfetch and Mytheresa source incredibly rare items and host private closed livestreams to showcase impossible-to-find, investment grade accessories. 

Private Luxury Shopping Boutiques        

The luxury of fashions’ private client events do not end with exclusive events, and unimaginable private shopping experiences. They also include a first look at high end pieces of jewelry that haven't even hit the market. Because who wouldn't want the first look at some of the most rare and precious jewels on earth? Brands like Tiffany & Co. and Chanel host exclusive private viewings by invite of their suites and secret rooms. Their intimate salons showcase rare gems that are often worth     millions of dollars. These premier salons are hidden away from the regular retail floors, as they are only meant for the most elite clients. High jewelry viewings coincide with major fashion events. Houses like Bulgari and Tiffany & Co. partner with haute couture designers to present their gemstones accompanied by tailored garments, providing an immersive lifestyle preview for big spenders. Private jewelry viewings cross the threshold of the retail space. Considerable fashion houses have coined highly extravagant approaches to their marketing by choosing their own dates for avant-garde multi-day showcases in ritzy destinations like Monte Carlo and Geneva. Their VIC’s are flown in, wined and dined, and immersed in a world of design that reflects their elite lavish lifestyle. 

Private Jewelry Showcase  

Tiffany & Co. Private Club

Private client events are becoming more exclusive and lavish with the idea of scarcity being a driving factor for top spenders to gain access to these one of a kind experiences. High fashion brands will continue to find ways to build stronger relationships with their clients as it secures them as being repeat future clients, and it establishes a bond between the two that is extremely personal and unique. Through these events, private clients will continue to find ways to immerse themselves into the brands that they adore, that goes far beyond purchasing their products, but purchasing their lifestyles.