Pinterest sponsors phone-free London Fashion Week show for 50 guests
Pinterest sponsored a phone-free experience at Claudia Smith London’s debut couture show on September 20, inviting 50 guests to store their phones in beaded bags for the runway. Guests could take their phones out for the finale, when all 12 looks appeared together, and keep them out for the after‑party.
Pinterest and Claudia Smith designed ruby‑red beaded bags for guests to store their phones, which they could keep after the show.
“They’re very interested in being there while taste is still forming, before the brand preference is fixed,” Heather Clark, head of fashion and luxury at Pinterest U.K said.
Clark said she was aware The Row had also asked guests to keep phones out of its shows in previous seasons.
What we know
Pinterest brought its phone-free experiment to London Fashion Week on Sunday, asking 50 guests at Claudia Smith London’s debut couture show to put their phones into beaded bags as the runway began.
Guests could take their phones out for the finale, when all 12 looks appeared together, and keep them out for the after-party.
She officially launched her namesake label with the show on September 20.
A former model who studied furniture and product design at London Metropolitan University, Smith founded the label CenturyB4 in 2021, and appeared alongside couturier Deborah Milner in Nick Knight’s SHOWstudio Couture Walks series in 2023.
According to Pinterest, 96% of searches on the platform are unbranded, giving fashion companies a chance to reach people before they have settled on what to buy.