At The Row‘s recent fashion show for the Fall/Winter 2024 season during Paris Fashion Week, the brand asked attendees to “kindly…refrain from capturing or sharing any content during your experience.” The lucky individuals who were invited to the show could probably tell you that that the show was ethereal and awe-inspiring, as always. But for those who were eagerly awaiting the post-show social media recaps from the attendees, they were sorely disappointed when they realized there was a no phone and social media policy.

In this day and age where social media presence is of utmost importance, The Row proves time and time again that they are in their own lane. Going against the grain and what typical luxury brands would do to stay relevant, The Row does the exact opposite. Where most luxury houses lean towards using social media to immediately share their newest collections to generate buzz and broaden their reach, The Row still continues to go viral even a day after the show and without any of the social noise. By asking attendees to not record or post the experience, they have effectively created a sense of suspense and anticipation. On top of that, showgoers discussing the no social media policy generated its own kind of buzz, solidifying The Row as the queen of what Marketing 101 would teach you about word of mouth.

“The Row looks forward to having you at the Winter 2024 Collection Presentation on Wednesday, February 28th at 12pm. We kindly ask that you refrain from capturing or sharing any content during your experience.” Oh. Ok.

— Vanessa Friedman (@VVFriedman) February 28, 2024

The brand has the industry in a chokehold as those outside of the lucky few in attendance for the show eagerly await what the Olsen twins have in store for the new season. As the trend for quiet luxury became more apparent in the past couple of seasons, The Row is often a part of the conversation. Vogue‘s Hannah Jackson posed the question, “Is The Row’s no social media policy the ultimate act of quiet luxury?” Making note of the practicality of embracing the instantaneous sharing that comes with social media, Jackson also poses another perspective — that posting about a coveted show like The Row’s FW24 on social media, is grounds for clout.

In fact, it can be portrayed that the lack of social media makes the brand just that much more exclusive. The idea that only a select few have been able to experience the newest collection first hand while the masses have to wait a considerable amount of time before they have a chance to experience it for themselves, gives The Row a cliquish and exclusivity factor different from other luxury brands presenting during the same week. Echoing Vogue, The Row’s message is perhaps quite clear and simple — those seeking the validation from social media have no place at the show.

To its core, The Row has made its mark in the industry as an “IYKYK” brand. Famously known for its premium prices for classic wardrobe staples that outrages the average consumer, The Row owes the general public no explanation for their $600 USD t-shirts. The brand caters to those who understand craftsmanship, superior quality and tailoring — an exclusive group of individuals, both affluent and aficionados of luxury fashion alike. The Row’s no social media choice also had the fashion industry nostalgic for the traditional fashion runway experience, while inadvertently reflecting on the brand’s encouragement for living in the moment. As The Row keeps its latest collection concealed, fans of the brand will just have to wait a while longer, effectively held in their chokehold.