Givenchy is opening up its New York Fashion Week show to the public.
The French fashion house has decided to showcase its upcoming collection in New York on September 11, rather than Paris as usual, and 1,200 non-industry people, including students and faculty from local fashion schools, will be in the audience.
100 of the tickets will be distributed to residents living near the venue, which is currently being kept under wraps.
Designer Riccardo Tisci previously revealed that he plans to celebrate "family and love" at the show at NYFW on September 11, the anniversary of the 2001 terror attacks.
He said: "It's a very delicate day for America, and so the show is going to be a celebration of family and love."
And the brand already held a rehearsal of sorts for holding a fashion presentation for the general public, with CEO Philippe Fortunato admitting they revealed the outdoor venue for the brand's menswear show in Paris in June in order to attract large crowds.
He said: "That location was adjacent to the park. You had the metal fences, separating the public from the show, you had hundreds of people watching the show, taking pictures. We wanted to see how the public would behave in a fashion environment. It was a form of rehearsal."