Critical Juncture 4: Flashpoint on the Paris Runway
Context
Opening night of Paris Fashion Week. In the weeks before the show, EcoLux survived a cyclone-forced air-lift that torched its carbon budget, weathered leaked Golden Needle footage exposing child labour in a subcontracted mill, and made a last-minute fibre swap that muddied its sustainability pledge. Now, with forty million viewers watching live, those unresolved choices walk the runway—just as the lights flare, a whistle pierces the music and activists flood the stage.
A coordinated group surges in from both wings, banners screaming “No Fashion on a Dead Planet,” “Pay Your Workers,” and “You Promised Natural!” One activist seizes the microphone, reading tweets from the #UnravelSilkThreads campaign that call out the air-freight, child-labour allegations and, if relevant, synthetic fibres.
Another projects the Golden Needle footage onto the backstage screen. Security scrambles, models freeze mid-walk, and cameras keep streaming to millions. Police sirens rise outside as Parisian authorities move to contain the scene; in the VIP row, key buyers text their headquarters.
Within minutes, STG’s stock price tumbles on live tickers. How you respond now will define EcoLux’s legacy—and possibly the future of the company itself.
Task
Determine how to manage the live protest interrupting the runway, balancing attendee safety and activist voices with brand reputation and stakeholder expectations.
Options
Activists have interrupted the show. Choose how STG responds publicly in the moment. Select a tab to read each option’s approach and trade-offs.
- Option 1
- Option 2
- Option 3
- Option 4
- Option 5
- Option 6
Option 1: Spotlight Pause
Pause the show, dim the house lights and invite the activists onto the runway. Alessandra thanks them for raising concerns and commits to a follow-up meeting within 48 hours. After they speak briefly, they leave the stage and the show resumes.
Option 2: Stride On
Keep the show going without acknowledging the protest. Security quietly removes the protesters off camera while models continue their walk. Issue a pre-written press release after the show promising future reforms.
Option 3: Backstage Live Feed
Pause the show briefly and move the protesters, executives and a few journalists to a backstage area. Broadcast their unmoderated conversation live to the audience and online. Resume the show after the discussion.
Option 4: Flash Press Brief
Stop the show, escort protesters off stage and hold an immediate press briefing. Announce specific investments (e.g., €5 million) in environmental and labour programmes. The show resumes after the briefing.
Option 5: Runway Remix
Transform the protest into part of the show. Invite activists to walk alongside models, highlight recycled materials in the finale and project STG’s sustainability data on screens. This turns disruption into a creative statement.
Option 6: Blackout Apology
Immediately cut the lights, end the livestream and display an apology acknowledging STG’s failures. Escort the audience out, pledge significant donations to climate-action funds and pause production until an emergency audit is completed.
Decision
Select one option below to record your team’s decision. Links will activate after the review period.