Attention Is Everything — Chanel Just Gave a Masterclass

9 Dec 2025 · 1 min

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Speaker TJ Walker argues that changing the usual context (e.g., where you hold a fashion runway) creates attention and media coverage. He illustrates this with an anecdotal contrast between conventional runways (tents, convention centers) and the non-glamorous image of New York City subways to show how an unexpected setting can transform ordinary into extraordinary.

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Do something different. If you're used to holding all your runways under a tent or at some big convention center, and that's what everyone's done. That's the way everyone's always down to something different. You get attention, people are talking about it. News coverage. Something ordinary can become something extraordinary when you simply change the context. Now, for anyone who lives in New York City or who has lived there, as I have, subways don't really seem that glamorous. Sometimes they smell bad. Sometimes. Sometimes they're a little dirty. Yes, you do see rats now. They're much cleaner than they were when I first moved there in the 1980s. The graffiti, for the most part, is gone, but it's still not what you associate with glamour.