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Live Events Are Back. How Big Should Brands Go?

As vaccination campaigns do their work, the fashion industry is itching to fill the calendar with outdoor farmers’ markets and intimate dinners. But digital events aren’t going anywhere, either.
Revolve assigned time slots for guests to attend its Farmers Market, the first in-person event the retailer has held in a year. Courtesy.
Revolve assigned time slots for guests to attend its Farmers Market, the first in-person event the retailer has held in a year. Courtesy.
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BoF PROFESSIONAL

Soo Youn Lee, a Los Angeles-based creator and model, was among the 165 influencers invited to Revolve Farmer’s Market, a three-day event held at the end of March in Los Angeles. The online fashion retailer’s first major in-person brand event since the pandemic began a year ago, the outdoor market with 15 booths featured 50 Revolve-approved brands, including private labels like Lovers & Friends and LPA, with a focus on Black and women-owned labels. Each stall — plus 75,000 flowers Revolve had planted for the activation — was designed to be a perfect Instagram backdrop.

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