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The new medium of the Met Gala

2020

The tradition of the Met Gala in relation to the Metropolitan Museum is a long one. It has historically functioned as a fundraiser for the costume institute, while also being a commercial campaign and celebratory opening for the annual costume exhibition. The event has always been popular with the public because of the themed aspect and the resulting extravagant outfits. The costume institute is currently being run by Anna Wintour, the editor-in-chief at Vogue. Due to the pandemic, the event was cancelled this year and a challenge hashtag, #metgalachallenge, was put up in its stead. The challenge was to recreate a look from the Met Gala at home, and as these outfits are often very intricate this resulted in either hilariously failed reconstructions or marvellously successful covers of the garments. Hashtag campaigns have become more common for Musea and in this case, it has taken over from the gala in its entirety. Thus the event took place online in the reporting of previous looks and challenges, rounding up lists of best outfits. We find that the effort is focused on recreating parts of the collection rather than activating the collection, and this backwards interest is characteristic of corporate trends within fashion.

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