Live from DaddyCon, a.k.a. Loewe FW24 Men's
*very Miranda voice* You’re living in a [Loewe] fantasy.
It’s absurd. It’s mental. Incomprehensible. That’s how I feel about so many of these opportunities that put me squarely in the spaces where imposter syndrome most emanates for someone like me. But there’s something Andrew Scott spoke about in a recent interview that really rang true to my experience: “One of the things about these extraordinary things you’re invited to is that you meet people who are also a little bit intimidated as well in a strange way. You assume that everyone else is full of confidence.”
To that end, as glamorous as it is to be amongst the VIPs at Loewe FW24 Men’s — essentially an Internet Boyfriend Symposium — I also feel, having now done this quite a few times and knowing about the schematics of the day, that it’s my role to help ease or alleviate that sense of intimidation in others. In putting forth that effort, it almost diverts me from feeling that sense of intimidation. Just as Charlotte York chose her choice, I choose to feel courageous.
I try (with great success, for the most part) to read all of your messages, and one of the most consistent throughlines I hear from you all (which, BTW, thank you) is how much you enjoy getting to come along for the ride and learn about how the sauce is made. I don’t blame you. Having been granted access to some of the recipes, I remain remarkably enthralled at the mechanics of putting on a fashion show. Through its world-building, it becomes as much a part of the brand offering as the clothing itself.
It’s partly selfish! As I navigate this all (whatever “this” and “all” are, I can’t fully articulate nor will I try), it makes it feel less isolating to feel as though you, too, can share in the “WTF!” of it all. But also, I hope, share in the excitement. Because it is, through and through, incredibly exciting. What other brand could warrant such a turnout? Jamie Dornan, Andrew Garfield, Luca Guadagnino, Kit Connor, Archie Madekwe, Nicholas Hoult, Drew Starkey, Josh O’Connor, Matt Bomer, Leo Wu, Mike Faist, Matthias Schoenaerts, Zayn Malik, Joe Alywn, Enzo Vogrincic, Harry Lawtey, Vinnie Hacker, Yoo Yeon-seok, Jack O’Connell, Kevin Abstract and more. I’m seriously gooning.
As such, I wanted to share a little bit about my experience, but also about the effort to bring out the best in people in situations riddled with anxiety.
This is now my third season with Loewe helping (alongside a fabulous team) curate the VIP social media coverage for their shows. Social media plays a critical role in communicating what happens inside these very gatekept spaces to a broader audience. VIPs play a critical role in garnering attention for a brand, particularly from those who aren’t necessarily tapped into to the goings-on of fashion. Many brands do what is called a photocall — images you’ve likely seen — in which the talent (usually dressed in the brand) is photographed in front of some kind of branded background. The VIP team at the brand also curates the seating chart to help situate talent next to each other in a way that can further drum up attention. Loewe, in my experience, is constantly thinking about storytelling; how to make this experience of a fashion show (one that can be rather monotonous) into something with more life.
Each season, as is the case with most things done repetitively, the wheels become more greased and we finesse our process. For instance, last season we were moving throughout the venue, corralling talent, handing them a teeny-tiny microphone (bane of my existence) and asking the questions. This season, in an effort to streamline the process, a dedicated spot was given to me and my team. VIP talent were first escorted to the photocall and then passed off to me for a short interview before they were advanced to another team to do TikTok videos and then eventually into the venue.
I work with the Loewe team to develop the questions in advance. We try to theme them around the inspirations for the collection, mixing in a range of questions.
Some easier: “Can art be hot?”
Some harder: “What does being a man mean to you?”
Some stupid (non-derogatory): “Who is the hottest historical figure?”
Some thirst-laden: “When was the last time you cleared your Internet search history?”
And some fun: “Can you say Loewe five times fast?”
The idea being that we’ll strike gold with at least one. The part that makes this such a high-wire act (my favorite, if I’m being honest) is that we’ve got roughly 60 seconds with each person. For one, they have to get inside and find their seat. For two, there’s another VIP waiting in the queue. As such, my job isn’t merely asking the questions, but finding a way to try and connect as human beings within an incredibly truncated timeline. It’s the only way I’ll get something worthwhile not just for me, not just for Loewe, but for them. All this while knowing that much of the talent is in a state of being overwhelmed and overstimulated. Honestly, same.
It’s a bit of a “yes, and…” situation in that my job, beyond the interview, is keeping the ball in the air. I have to meet them where they are energetically in order to create lift-off, but I also have to pilot the conversation from start to finish. When I asked Nicholas Hoult who the hottest historical figure was and he answered “Alexander the Great… but Colin Farrell playing Alexander the Great,” I felt inclined to not only concur but mention that I had hit “play and pause on that quite a bit in my childhood.”
It got a laugh. His response indicated to me that he was down to clown, which gave me permission to riff. That’s not always the case. Callum Turner, for instance, was strictly business (though he did answer “you” (meaning me) when asked who the hottest person on earth is right now).
That became an entirely different interview than, say, an Andrew Garfield, who treated this interview akin to an NPR one. Example: “Oh come on, you can’t do that… what does that word even mean any more?” he responded when I asked what being a man meant to him. “There’s no way of answering this question!” he declared. “I would argue that that is an answer,” I countered. Then, after a beat of introspection: “But also I think we, as men — whatever that term means at this point — I think we have to find our tenderest parts and reveal them as often as we can and label them as strength.”
I believe in protecting those that I chat with. I learned it from Mother Barbara Walters (RIP) and it’s been cemented in me through the years. Trust isn’t given; it’s earned, sure, but it also must be flowered and maintained. I know a number of these boys by now — Kit Connor, Josh O’Connor, Matt Bomer — but there are always fresh faces: Jamie Dornan, Andrew Garfield and Daddy Hoult. The trust offering happens in the early seconds when I greet them. It’s in the hello. It’s in the passing of the microphone. It’s in the handshake. “You’re gonna look at me and not at the camera when you say your answers. Deep in my eyes. As penetrating as possible.” I tend to say something stupid like that in an effort to establish a tone. Let’s have fun. Let’s not take this too seriously. I’m here to do everything I can to make you look and sound good, yes, but I’d like to make you feel good, too, if that’s on the table.
Who was my favorite interview? Easy! Drew Starkey. I was sleeping on this but let me tell you: I AM AWAKE! An immediate vibe. Charisma for days. Looks for forever. Now I know there is a faction of his longtime fans that would prefer him being gatekept, and I get it, but I simply feel like we must share him. British Vogue headline: “Paris Fashion Week Hard Launched A New Internet Heartthrob In Drew Starkey.” I don’t disagree. That said, we might be apexing at the moment, so I say if you’re in line, stay in line! At the after party, when we finally locked eyes with a few folks between us, he extended his hand out to me, and mine immediately, almost magnetically, did the same. What a charmer.
I love this gig.
For one: I don’t have to be on camera. So many opportunities in this space involve putting myself out in a way that I simply don’t fancy: moderating panels, hosting red carpets or filming “day in the life” videos for brands. It’s all well and good and of course I’m grateful for these opportunities, but they’re a compromise, really. I give up something to get something. I’m forced to be a part of a thing rather than being the thing commenting on thing, if that makes sense. It’s worth it every time. But it’s not my calling. For two: This is a rare environment where celebrities (for the most part) are without their handlers. Questions (again, for the most part) don’t have to be vetted or approved in advance and the formalities and red tape that can arise in situations like these all but disappear. Despite the pomp and circumstance, there’s an easy-going overcurrent that helps ground it all. I try to seize on that while recognizing that it can be rather destabilizing to the talent. To that end, I try and do my best to make them smile.
This felt like a firing-on-all-cylinders moment in getting to do, with great precision and support, what I’d like to think I do best: hold a light up upon others. I am, at my core, a fanboy. I love that I have found my way into places like this. But more than that, I like that I get to be me in them.
That’s the gift I’ve been given that I never thought I could afford.
Your writing transports me to the scene and enables the reader to share the experience. Bravo!