While it's not at all surprising that fashion brands pay celebrities to sit front row at their shows, the amount they're (allegedly) willing to shell out is absolutely insane. Case in point: Rihanna and Beyoncé reportedly get $100,000 for just sittin' in chairs and making thoughtful facial expressions while lots of models glide past them.
Does this tactic work? I'm not sure; personally, I don't think that watching a celebrated millionaire watch a procession of expensive goods would make someone more likely to purchase said expensive goods. But, on the other hand, I never wanted to bralessly watch a professional basketball game 'til Rihanna did it, so maybe it is effective??? Hm.