What Phase Eight thinks you should be wearing at The Proms this summer…..

The marketing department at Phase Eight, a women’s fashion label which does a nice line in evening wear, clearly hadn’t done their research when they tweeted this:

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If you turn up at the Proms dressed like that, especially if you have a ticket to promenade (stand) in the arena, heads would turn, eyes would roll…. because the Proms is surely the most relaxed and casually attired of any classical music event. By all means don a scarlet evening dress to attend the opera at Glyndebourne or Grange Park, but maybe not for the Proms.

Perhaps someone in Phase Eight’s marketing department read that silly article in The Guardian last week which claims that classical music is for the elite, monied class, the “yachts and have yachts” and decided that classical music afficionados leave their yachts and Porsches and head for The Proms, dressed in full evening dress. Or perhaps they’ve confused The Proms with the school prom, that dreadful American import which has infiltrated our UK schools, where teenagers celebrate the end of term by dressing up to the nines and arriving at a local hotel in a stretch limo.

There’s also another tired old misconception at work here, that one must “dress up” to attend a classical music concert. The Proms in particular is very much a “come as you are” festival, and of course if you want to wear a full-length evening gown to a concert at the hot, airless, crowded Royal Albert Hall, by all means feel free to do so, but you’ll probably feel more comfortable in shorts and a tee-shirt!

Sadly, the kind of attire Phase Eight is promoting does rather perpetuate the tedious stereotype that classical music is somehow far grander than other artforms and that one must dress and behave in accordance with strict codes of conduct. This doesn’t really help those of us within the profession who are keen to promote classical music as something for everyone, and where everyone is welcome.

 

1 Comment

  1. Hmmmmm. Yes, eyes probably WOULD roll, but not in a good way.
    I’d be willing to bet Phase 8’s business is suffering thanks to casual wear now being acceptable at events that used to be more formal. Seen as a “drowning, not waving” effort on the part of their advertising people, it clearly has little or nothing to do with classical music or Phase 8’s opinion of it. So the advert is good for a laugh, but no reason to get upset as it won’t change anyone’s mind about the elitist thing, one way or the other.

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