In an era of digital saturation, the fashion industry is rediscovering the power of the tangible. According to a new report from Launchmetrics, physical events—store openings, VIP dinners, and product launches—have surged 54 percent in volume since 2019, with attendance up 65 percent. It’s a striking reversal from the pandemic years, when screens became our only runways.
For Alison Bringé, chief marketing officer at Launchmetrics, this signals a strategic pivot: “Physical experiences have become a direct response to digital fatigue. The most direct path to brand performance still runs through human connection.”
Consider the parallels to lingerie history. In the early 20th century, corsetieres like Cadolle and Warner’s relied on intimate salon presentations—invitation-only gatherings where women could feel the boning, test the stretch, and share whispered recommendations. These events weren’t merely about visibility; they were about trust and sensory engagement. Today’s brands are rediscovering that same principle.
The report notes that a 10 percent increase in consumer focus during an in-person event can drive a 17 percent increase in spending. That focus is hard-won in a world of split-screen attention. But a well-curated guest list—backed by data rather than intuition—can amplify media impact by more than 130 percent, as one brand demonstrated during a recent fashion week.
For the Lingerie Museum, this trend resonates deeply. Lingerie has always been a category built on touch, fit, and intimacy. No digital rendering can replicate the whisper of silk against skin or the precise tension of a garter belt. The return to physical events is not nostalgia—it’s strategy. As Bringé puts it, events have moved from “visibility plays to measurable engines of brand value.” And in a world where attention is the new currency, the most valuable seat in the house remains a real one.
Originally reported by WWD