Fashion weeks and shows are so popular and entrenched in our society that even major news stations cover them in their evening reports. The most prestigious fashion shows are held during fashion week in what are known as fashion capitals, such as New York City, London, Paris, and Milan. The most respected fashion designers base their headquarters in these cities, and exhibit their new designs twice a year during the cities fashion weeks. Designers pay models to walk the runways at shows, and the shows are watched by fashion buyers of major retailers, and celebrities as well. Fashion shows are where fashion trends begin.
Large or small, the goals of fashion shows are to, while staying within a budget, be organized and, more importantly, memorable. With so many fashion shows, designers must find a way to make their show stand out from the crowd. In fact, well established designers typically hire another individual, like an event planner, or even an entire team, to organize all, or part of. This ensures the show goes off without a hitch and is the event of the year. However, lesser known designer’s with smaller budgets often host their own fashion shows to exhibit their own lines and can make them just as organized and memorable as the most popular designers. Whether the designer plans the show themselves or gives the reins to someone else, fashion shows require strenuous planning, careful thought, and teamwork so that several different facets come together to make the perfect show.
The Expenses of a Fashion Show
One of the first and most important decisions a designer must make in regards to a fashion show is the budget of the event. In order to host an organized and memorable fashion show, a substantial budget is required, but it is important to not get carried away, and cut costs when possible. One of the largest expenses of a fashion show, just like any business venture, is the labor. The most obvious labor costs of fashion shows are models. Hiring top models like Gigi Hadid is costly, but her status and popularity almost guarantees a healthy return on the investment. Besides which models to hire, you must decide how many models to hire. Hiring too many models is unnecessary and a waste of the budget.
Fashion shows are quick events meant to showcase several designs, so there must at least be enough models that the runway is utilized at all times. A great alternative to avoiding this expense entirely is finding volunteer models who are looking for chances to promote themselves. Less obvious labor costs include hiring makeup artists, hair stylists, tailors, photographers, a dj, and a visual effects crew. In some cases, renting out a venue for the show is just as expensive as the labor costs. The bigger, nicer, and more well known a venue is, the more expensive it will be to rent. However, this will simultaneously draw a much larger crowd that purchases more tickets, and in turn sees, and potentially buys, the designs. On the other hand, it may be possible to hold the show outside in a public park for free, or at a minimal cost, as long as the right infrastructure is brought. In fact, it may even be more fitting that a spring or summer show is held outdoors in comparison to indoors. Last, but not least, advertising expenses must be accounted for. Advertising is important to encourage people, specifically retail fashion buyers, to come to the show. Advertising may be done through anything and everything from traditional print methods to social media posts.
Organizing a Fashion Show
The organization of a show will make or break a designer’s career. One of the first decisions that must be made in regards to organization is whether the models will be walking a runway or static. If models are walking a runway, then it is essential to organize the order of models walking, the spacing of walks, and changing clothes in between walks. On the other hand, there are static models. Static models typically walk out in groups on a large stage, and stand still for a period of time. This method of modeling has been famously utilized multiple times by Kanye West when premiering his Yeezy lines.
Whether the models are walking or standing statically, the order in which designs are shown must be organized as well. In regards to organizing the audience, seating is crucial. Seats must be organized in a way so that the audience is able to clearly see the models. Additionally, in the event seats are assigned, which is common at more prestigious shows, seats should be meticulously mapped out. For example, if Anna Wintour, who is the reigning editor of vogue and a major influencer in the industry, is attending your show she should be seated front and center. While lesser known individuals should be seated in less optimal positions. Last, but not least, there must be a clean up crew. Clean up crews should be organized to effectively and efficiently clear out the venue.
How to Make a Fashion Show Memorable
Aesthetics of the models and show itself is imperative to making the show memorable. Choosing a memorable venue or outdoor space to host the show is a great way to make a lasting impression. Franklin D. Roosevelt Four Freedoms Park was famously used, to stick with our example above, Kanye West to premier one of his Yeezy lines. The beautiful scenery and skyline that severed as the backdrop for the models is truly unforgettable. Choosing the theme of the show is a key decision in regards to whether a show is remembered for decades or forgotten within days. For instance, an individual planning a fashion show for Coach LLC might base the theme of the show upon their signature C’s or carriages, a color scheme, or a destination like the beach. Models hair and makeup should be consistent with the theme of the show, and is another component of a show that can be utilized to stick in the minds of the audience. For instance, if the theme of the show is the beach then models should have loose curls and light makeup to stay consistent.
The design of the runway should also be consistent with the theme is an easy way to make a lasting impression. In fact, Chanel S.A. memorably designed an entire runway to resemble a grocery store, and models pushed carts of groceries. The sound and lighting are also crucial elements of fashion shows. Victoria’s Secret hires the most popular musicians of the year to perform live at their shows. A fashion show in which Ariana Grande performs is hard to forget. However, if a designer is unable to shell out millions of dollars for a celebrity performance, then having a great local DJ or soundtrack is a more than acceptable alternative.
