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How to announce at a fashion show. How to organize a fashion show? Cost of organizing a Fashion show

Burning cars, trains rushing towards spectators, dances, icebergs, holograms, performances - for twenty years scenes worthy of high-budget action films have been played on the catwalks. But if you put all the bright shows of the last two decades in one row, you can get a clear picture of how fashion has evolved from the 1990s to the present - what was in the beginning and what awaits us in the future. The theatricality of the Galliano show for Dior or Louis Vuitton since Marc Jacobs gave way to digital technology. One of the first to use them, of course, was Alexander McQueen, who launched a hologram of Kate Moss on the catwalk, and a few years later, Umberto Leon and Carol Lim from Kenzo - a talking avatar named Knola played the main role on their show. The traditional venues of Fashion Weeks - Paris, Milan, New York and London - began to give way to important new fashion markets: in 2007, Fendi staged a show on the Great Wall of China, and Pierre Cardin - in the Chinese desert of Dunhuang. Métiers d'Art Chanel collections travel all over the world - from Salzburg to Shanghai, from Rome to Seoul. Today, other players have joined this "international campaign" - Givenchy opened New York Fashion Week last season, Saint Laurent made their first show in Los Angeles, and Louis Vuitton is planning to travel to Rio de Janeiro. But no matter what happens on the catwalks, fashion will always remain a social art form - any changes in society are reflected in it, like in a mirror, albeit slightly curved. This is the latest Chanel shows with idyllic Paris in a film studio or Prada show with giant feminist murals. But the most important changes are not in the decor, but in the format of the shows of the future. Burberry, Vetements, Tom Ford - just recently these brands announced that they would be doing only two shows a year, and items from the show would go on sale immediately. The era of Snapchat and Instagram has introduced its own adjustments to fashion - now, when photos from shows are available to anyone anywhere in the world literally at the same moment when a model walks the catwalk, it really makes no sense to wait six months from the show before the collection appears in stores. The new show calendar will possibly change the fashion world forever and in no time. Until that happens, there is time to look back and remember what fashion looked like in the 1990s and 2000s - when every show was a theatrical performance, and every collection remained a mystery until the article was published in the magazine.

Dolce & Gabbana shows are usually held in a traditional way, without the performances of topical artists and without crazy decorations. But the army of models at the end of the show has already become the hallmark of the Italian duo: without exception, all models dressed in the same style or color pass a slender crowd on the catwalk, causing only admiration - and no special effects are needed.

Wanderlust

The era of Marc Jacobs at Louis Vuitton was remembered for powerful theatrical performances, one way or another related to the theme of travel.

The shows, which always began minute by minute, as indicated on the invitation, were held in the surroundings of either a Paris hotel or a real station where the steampunk train arrived - the effect of this action was no less than that of the first film by the Lumière brothers.

One actor theater

Coming to Dior in 1996, John Galliano seemed to have reinvented this French house: adding kitsch to his collections and breaking all possible rules in the British style, he was one of the first to turn couture shows into spectacular performances.

The podium turned into an Edwardian garden with carriages, then into a production of the story of Cio-Cio-san. The designer himself never stood aside from what was happening and went out to bow in fantastic costumes - from Napoleon to a pirate.

It's time to bloom

The most stunning show by Raf Simons for Dior was the very first - the fall-winter 2012 couture show. Five hotel rooms on Paris' Avenue d'Yen were filled with flowers - blue delphiniums in the first, yellow laburnums in the second, white orchids in the third, peonies, roses and dahlias in the fourth and fifth.

Raf Simons dedicated the collection to Dior's main inventions, from the Bar jacket to the New Look silhouette, and the show set to his main passion: flowers and gardening.

Art house

With his 1999 spring-summer show, Alexander McQueen finally proved that fashion can be art: in addition to models, two robotic machines appeared on the round catwalk, and from the very beginning it was clear that they were like that Chekhov's gun that would definitely fire. And so it happened: at the end of the show, machines sprayed paint on Shalom Harlow's sterile white dress. But the strongest feelings among the public were caused by the fall 2006 show, when the holographic ghost of Kate Moss appeared on the podium - that year, because of the cocaine scandal, almost all designers refused to work with her, but Alexander McQueen reminded the public that Kate is always in our hearts ...

A place under the sun

Tommy Hilfiger built a real resort on the runway for his spring / summer 2016 show - a small pond with wooden walkways in the center of the room for models to walk through, and in the background was the digital ocean, sunset and the most natural thatched beach bar.

In the finale of the show, to the Caribbean rhythms, the models in swimsuits did not walk on the catwalk, but right on the water!

Big commotion

The Miss Jean Paul Gaultier 2015 Contest was the name of the designer's last prêt-à-porter show. Not only the most iconic things of Gaultier in his entire career appeared on the catwalk, but also models in the images of famous personalities - from Madonna to Dita von Teese. In the finale of the show, a drama broke out - Anna Cleveland stole the crown from Coco Roche, and only the music and laughter of the models reminded the audience that all this was a farce.

Made in China

"The longest catwalk in the world" was the joke in 2007 about the Fendi show hosted by Lagerfeld on the Great Wall of China. It took the Italian Maison exactly 12 months and $ 10 million to prepare this show, but it was worth it - the illuminated wonder of the world turned out to be the perfect setting for the Fendi capsule collection, created especially for the new eastern market. The show was watched by five hundred guests, and since the show was held outdoors, each of the viewers, including Kate Bosworth, Thandie Newton and other actresses, were given Fendi fur gloves and blankets.

Beauty in exile

One of the first shows that raised important social issues was Hussein Chalayan's spring-summer show in 1998 - the Between collection consisted of minimalist dresses based on Muslim veils. And at the end of the show, models in veils of different lengths lined up on the catwalk - to the floor at the very first and in the form of only a small veil at the latter. Thus, the designer tried to draw attention to the problems of women in the Muslim world.

One such

“Kenzo reminds you that there is no spare planet. Please take care of what is really valuable! " - repeated the avatar at the show of the brand. Knola's head hovered over the catwalk and recited this digital poem in multiple languages ​​as models unveiled the 2015 Spring / Summer collection. The show will remain in fashion history as a spectacular show and an important social statement for the environment.

Decent content

“Fashion needs the frenzy of performance,” designers Viktor Horsting and Rolf Snoren love to repeat, and their shows only confirm this theory. For the fall / winter 2005 show, models walked the catwalk in blanket dresses and hair tousled over attached pillows, while Tori Amos played the piano behind them.

Another singer, Royishn Murphy, appeared at the Viktor & Rolf show five years later - she sang the song Demon Lover on a spinning platform while models paraded past a giant globe. And at the fall-winter 2010/11 show, Belgian designers demonstrated the applied nature of fashion live, taking off clothes with Kristen McMen and putting them on other models.

Pioneer Prada

To understand Prada's aesthetic, one must always remember that Miuccia herself is an ardent activist and a member of the Italian Communist Party. But today her political program includes more and more provisions on feminism. So, the walls at the spring-summer 2014 show were decorated with portraits of women - not famous, but simple, ordinary, like you and me. The same portraits were broadcast on the dresses of the collection. The idea of ​​wall murals with revolutionary overtones is not new - the same was done by Diego Rivera in Mexico at the beginning of the last century. But at the Prada show, they filled lifeless clothing with energy and new meaning.

High flight

In the 1990s, Parisian designer Thierry Mugler was one of those people who could always be relied on for show. His haute couture show spring-summer 1997 was dedicated to insects: instead of music, the performance began with annoying buzzing, and the models' makeup and some details of the dresses resembled the coloring of butterflies. But his most mysterious show is autumn-winter 1997/98 with Nadia Auermann as a mystical deity in feathers.

Entered grunge

Marc Jacobs not only showed the grunge collection for the conservative brand Perry Ellis, but also got the University of Pennsylvania Orchestra to play the anthem of all 1990s teens, Smells Like Teen Spirit. It happened in 2006 at the show of his signature spring-summer collection. But, despite the aggressive grunge, that show exuded exclusively optimism and fun - confetti was poured from all sides, and the guests felt like queens and kings of the prom.

Desert oasis

China's Dunhuang Desert seems like the last place to host a fashion show. But not for Pierre Cardin - he staged his show in spring-summer 2007 there. Due to the remoteness of the area, some models and guests traveled to the show directly on camels. On a concrete podium in the middle of the sand, Cardin showed 200 looks from the men's and women's collections - mostly in white, which only emphasized the minimalist natural landscape.

Crash test

Before you heading Look At Me - "Process". Often we see only the final product created by professionals in any field - a movie, a music album, a fashion show, an exhibition of contemporary art - and we only suspect what kind of work is behind it. Look At Me spends several days with the organizers of a process to tell what is happening behind the scenes from start to finish.

This time we watched the process of organizing the Arsenicum show and found out what are the features of the work of each of its participants.




Even sitting on the sidelines with us, he controls the preparation process and interrupts to talk now with the model, now with the makeup artist. Nevertheless, we still learn about the stage of developing the concept of the show:

Dmitry Loginov : “Designers will probably not understand me, but managers will approve: I put all the information about the collection and the show in one big Excel table. From it you can find out what is worn on the model from above, what is from below, what accessories, what tights, what shoes and what size of shoes, what makeup, what manicure - in general, everything. It is also very convenient to track the readiness of things there - I have this table and the shop; it marks whether the thing is sewn or not. Accordingly, I sit with this table and think who will come out in this bow, who in the other, to what music everything will happen, and the latter is very important - until you find a person who can create the right mood for the show, forever will pass. As a rule, I select the tracks myself, and the DJ, in my case Anton M, helps me compile them. "

Everything is clear with the technical part, we are trying to learn about the creative one. I ask Dmitry a question: "Thoughts about the collection and about its presentation come at the same time or is one ahead of the other?"

Dmitry Loginov : “In my case, it’s not even about clothes, but about the story that I want to tell with the help of clothes, make-up and shows. Clothing interests me not in the first place, although it plays an important role: after all, it is fashion. First, I come up with the story and its characters. This time the message to the team was simple - "plane crash". I was thrilled with the history of the Concorde aircraft, whose era ended ten years ago - I studied their history, found out why they stopped flying, and read the details of the accident near Paris. So the heroine was born - a luxurious jetsetter who flies exclusively on those ultrasonic planes. Over time, her image transformed - at first she was alone (I will not even say which one), then we slightly changed the era: it seemed to me that she was very similar to the one that was last season. As a result, I left the elegance, femininity, a certain chic, but made it a little more modern, young and dramatic - even more dramatic than that time. "

Discuss with the team

When talking about transforming ideas, I think about who is involved in the discussion process:

Dmitry Loginov : “When an idea-core comes, you start stringing details on it. To do this, we regularly arrange brainstorming sessions with a team and interns - students of specialized universities who come, leave, sometimes stay late and even stay to work. During such discussions, we think about who this heroine is, what kind of clothes it is, what elements of the costume can be, depending on which character is shown - the mood board is gradually filled. After everything seems to be coming to an end, we begin to discuss what is superfluous here: there are always a lot of ideas, so designers often make the mistake of overloading the collection (everything seems to fit, but the viewer stops grasping the meaning of the collection, and we do not have time to show development of the idea). For example, last season we made one interesting texture - hand-made fringe from fabric. It suited the collection, but it seemed to me that it would be too much, so we moved it to this season and did it, on the one hand, correctly, but on the other - hastily: this season, Gareth Pugh showed the same idea. It was funny when my friend put on a dress from our collection for his show in Paris, came there, and everyone who worked in Pew's team looked at her with huge eyes. Then we realized why.

Show is not only clothes, but also make-up, hairstyle. As for makeup artists, I always work with the chief makeup artist of M.A.C Leroy Filippova: she is a great fellow, she has excellent taste, wonderful imagination and a professional team. We used to do our hair with Salon Essentuals, but Monet works at the Volvo site. Last time they did everything perfectly, this time, hopefully, everything will be fine too. "












Dmitry Loginov : “Last season I looked at one hundred and twenty models, of which I chose twenty-nine, this time I have twenty-three girls, that is, there are more dressing possibilities. The casting was no less tough, I visited almost all agencies except AVANT: it became incredibly expensive there, and we took only Masha Kirsanova - she is worth the money. I watch the girls in several stages. First, I conduct casting in agencies, then I invite those I like to my studio - there I watch them again, try on clothes. At the final fitting, I finally approve the bow, shoes, accessories. Bows are photographed and sent to the dressing room hanging.

I can say that my models are quite broad-shouldered girls: their clothes fit better. In this collection, I almost never use shoulder pads, and when the shoulders are sharp and straight, things fit well anyway. The type of face does not matter to me: as I said, I am telling a story, and there can be different characters in the story - blondes, brunettes, redheads. It is important that the model walks well, it is important that the clothes fit perfectly on her, and the face is not at all important. "








Dmitry Loginov: “The difference between Mercedes-Benz and Volvo sites is primarily in the location. Gostiny Dvor is located in the center, and “1905 Goda Street” can hardly be called a center. Until you get there, you will stay in traffic jams for several hours, and the metro is also not close. In addition, there is a terrible backstage, and for me, as a person who spends the whole day on the backstage and has a team of fifty to sixty people, the site is of decisive importance. It is comfortable here: high ceilings, large dressing rooms. "












I learn about the process of creating a make-up from the primary source - the main makeup artist of M.A.C Valeria Filippova, whose ideas do not seem to run out at all.

Valeria Filippova : “I work at Fashion Weeks in Milan, Paris, New York and am very proud to have brought to Russia the correct scheme for working with designers. How we work with Dima - we meet before the show, discuss the collection, he shows the mood board, fabrics, almost puts you in these clothes so that you can feel what kind of girl she is. Then the creative process begins, we begin to try different options - clothes, make-up, hairstyle are formed from small pieces into the correct picture. With Dima, we are creating history, and here it is important to find the line - not to fall into theatricality, to make it dramatic, but fashionable. This time Dima called me in advance and said that I would like his inspiration, it would be a plane crash. The first time I came to the test with a case of cosmetics, I did makeup on the model, but then I heard the music and decided that it was too much - there was too much make-up. Dima wanted to show the tragedy - girls who had an accident, but at the same time it was necessary to make them beautiful, that is, to leave their face clean. We met the next day and decided to give the models a transparent make-up and rather simple hairstyles, and cover the skin with black latex, which will not look like they were burned, but will refer to an explosion, a plane crash. "

Thinking about three boy models, I ask about such a delicate thing as a men's make-up:

Valeria Filippova : “I am generally a supporter of making boys boys. They have to be masculine, so the only thing we did was tone (skin irregularities still need to be masked). Their hairstyle is as simple as that of the girls - a little tousled hair. I would like to create a feeling of lightness - no rhinestones, no bundles, no gel - everything is alive. Once there was a show where some boys participated. They went to the podium in suits, one of them had a raven on his arm. At first we wanted to make them smokey eyes, but initially I didn’t like this idea (well, I don’t like makeup on boys) - I decided to put bags on their heads. I made polyethylene helmets that had a thin slit for the eyes. It was dangerous to let out on the podium a guy who could barely see who was holding a raven in his hand (after all, a raven is a bird of prey), but we decided to take a chance. Dima generally likes to do risky things, and we are similar in that. "















Anna Kurapova : “Preparation for the show begins in a month and a half. Then we start accrediting the press, sending out press releases. We work with all major publications, but every time we receive letters from new online magazines and bloggers. I go through their sites and if we like the content, then we gladly accredit them. Much depends on the organization. I have been to shows where editors and designers stood - it seems to me that this is disrespect for them. We have a large team at the show, we try to make all the guests happy. We have a system - we call the guests in advance and personally invite everyone to draw up seating lists. It happens that people do not come or, on the contrary, they gather a whole company and ask to sit down together - then you need to react on the spot. "

























Fashion show the process of showing new clothes has evolved a lot over the past decades. And when I say evolved, I do not mean the process of defile itself, but the change of models, the very approach to preparation, it has radically changed. Not only the fashion designer now works on the preparation for the fashion show, but also creates and exposes it; a whole team of specialists in special effects, psychology, analytics, etc. is working on the catfish.

For the visitor, the fashion show turns into a bright show, a theatrical extravaganza, but those who create this miracle rely not only on intuition, a sense of beauty, pyrotechnics, meager numbers of mathematical statistics and in-depth psychological analysis are the cornerstone of this action.

Organization of a fashion show the level of complexity of preparation can be compared only with a complex modern theatrical performance, where the script is written by a group of authors.

The purpose of the show remains the same - it is an aesthetic impact on the viewer. This influence should be revealed as the fragrance of an expensive perfume, the first impression, long-lasting aroma and aftereffect. At every stage, the thought “I want it” should be put into the heads of potential buyers, this will promote sales, and this means the emergence of new collections. Runway scenography is no longer something sophisticated, it is an objective reality.

The director of the action should work in a team with a fashion designer, a knowledgeable psychologist, who knows the peculiarities of the audience, and an extra, which will allow us to note the somewhat hidden motives of that very audience.

This will allow you to get not just an adequate perception of a theatrical performance - a fashion show by the viewer, it is necessary to achieve full inclusion of the viewer in the theatrical communication process, leading to a state of emotional uplift, and best of all, taking the initiative into your own hands. The director turns into the Gomel rat-catcher, and the viewer turns into a rat that dutifully goes to the store for a new collection.

The act of immersing the viewer in the performing arts is not limited to just sitting on a chair during the show, but presupposes a long aftereffect, closing the image, which does not go out of my head. For this, a psychologist and an analyst create a model that takes into account the peculiarities of a person's perception of various phenomena of objective reality.

Every part of the action, be it music, color design, lighting and the like, even the proportions of the model must be taken into account, perhaps the attraction of the stars of the catwalk art is what gives a lasting impact after the performance.

However, one should not forget about the evolution of the very concept of clothing. The concept of clothing, as we know it, is the result of the work of the garment industry, if we consider a wider circle, then this is a set of things we put on the body. However, this is not just a set that can be combined as you like, there are some norms, social ideas, fashion trends, etc.

A striking example is such a concept as "suit", which presupposes a certain sequence of things coordinated with each other in a certain way. These things are not only consistent with each other and the imposed make-up, they are matched to the color of the eyes, hair, to a certain shape of the hairstyle. Thus, a beautifully dressed person is a unique work of art, a living picture.

The created clothes should somehow reflect the outwardly inner world of a person and add confidence to it. On the other hand, clothes should not only look beautiful, but also be practical in everyday use. A striking example of such clothes are jeans, which, along with an aesthetic look, have high wear resistance. At first glance, coarse fabric takes on bright shapes, and a wide variety makes it possible to choose the right one for a particular person.

The difference between high-quality jeans and high-quality trousers of a special work suit is only in appearance, however, for some reason, preference is given to well-made jeans. The need for aesthetic pleasure is exactly what fashion designers work on.

In every historical epoch, every nation has its own artistic style, which in its own way sets and solves the problem of creating beautiful and necessary things for a person. Compliance with fashion requirements is precisely what ensures the aesthetics of clothing. The silhouette and shape of the model must have well-perceived, fashionable proportions; the size, shape, number and location of clothing items must be consistent not only with each other, but also with the model as a whole, as well as with the human figure.

To create models of the correct shape, you need to know the requirements of the architectonics. If a good solution to the form is not found, then the model will be bad, no matter what decorated details or elements it is decorated with. Each line, each decoration, each ruffle, each sequin should be subordinate to the general whole and not be a pile of the individual. And if the artist who paints the picture can afford the point of view, or the optimal distance to the canvas, then the designer must know that his work will be considered to the smallest detail and it must be attractive at any scale.

It is not only the material that is important, but also the color and tactile qualities. It is a successful combination of these characteristics in the case of a successfully created image that will promote sales of even more expensive models now as cheaper ones will be bought less often. It is the image that will convey the clothes that is the aftereffect of the fashion show, which will evoke memories, shape the worldview, and facilitate the purchase.

So, as you can see, the fashion show is already not separate clothes, separate podium, separate models and separate head of the fashion house. It can be compared to a piece of culinary art, where each component individually may even stink and will be disgusting to take in your mouth, but when ready-made, this dish raises an appetite and you want to try again. So a fashion show, a balanced "dish" should arouse the consumer's appetite and a banal desire to buy, even if it is only a sentimental reminder of the action in which this person participated.

"Fashion Week"- the phrase is not new for a long time. If you ask any person about what a "fashion week" or "high fashion week" is, then you can get a completely intelligible answer. If we define this phrase in the official language, then it represents an important and significant event in the life of models and designers who organize shows with the participation of their latest clothing collections. This show takes place in front of the audience, who get a chance to appreciate new directions and trends concerning the fashion industry in each particular season.

Already from the name "haute couture week" one can guess that the event lasts no more than a week and is held in major centers of the fashion industry in the world. As a rule, these are recognized fashion capitals: Milan, Rome, New York, Paris.

Fashion shows in Paris

Paris stands out from its “neighbors”. Once every 6 months in France at the Louvre Carousel you can watch a fashion week. Many authority figures are regular spectators of the closing season.

Shows began back in 1973. During this time, models in outfits from famous designers: Christian Dior, Nina Ricci, Chanel, Louis Vuitton and others walked the catwalk.

The main highlight of any Paris fashion week is that designers not only show the public their extraordinary models, but also make a real show with a well-thought-out plot out of a simple show, and the audience, in turn, gets just a fireworks of emotions. It is for these reasons that neither Claudia Schiffer, nor Mila Jovovich, nor Lily Allen, nor many other top models and Hollywood stars miss an event of this magnitude. More than once in Paris, the public has seen the collections of Valentin Yudashkin and Alena Akhmadulina, leading Russian designers.

New York Fashion Week

New York is the only city outside of Europe. The shows, which are organized twice a year, bring together the most influential people not only in the fashion world, but also politicians. A vivid proof of this is the presence of Bill Clinton, who at one time was the President of the United States, at an event of this magnitude.

The very first fashion week took place even earlier than in Paris, in 1943. For more than 70 years, the public has been enjoying an inexhaustible fountain of designers' ideas. Quite a few curious cases have occurred during this time, and some of them are quite amusing to the public. For example, endless falls of fashion models. There are also frequent protests that come from ardent animal defenders who oppose the use of fur, and that's not all.

As a rule, New York Fashion Week is held annually in February, where designers present their fall-winter collections, and in October, during the spring-summer outfit period. The public gets acquainted with shows and collections from such eminent designers as Donna Karan, Michael Kors, Marc Jacobs.

Milan Fashion Week

Until 1979, fashion weeks were held in Florence, and later migrated to Milan. Only in Milan, fashion week is the real personification of the grace and elegance of Italy. The wildest fantasies and ideas of designers are embodied in the most incredible collections that can only be created. Viewers of such shows are given the opportunity to see trends and fashion trends with their own eyes.

A distinctive and, perhaps, the most important feature of Italian shows is their accessibility to all segments of the population. Only in Milan, all over the city there are huge screens from which live broadcasts of famous shows are conducted. And sometimes you can watch an impromptu show.

Italy is for Italians. And the fashion industry is no exception. 85% of all designers are true Italians. Although at the shows there are also other famous fashion designers and designers. The main faces are Dolce Gabanna, Gucci, Versace and Prada.

As for our compatriots, they are very supportive of fashion weeks in Milan and many show business stars are happy to spend fabulous sums on collectible outfits. In Milan, Kira Plastinina also managed to appear, along with Yulia Dalakyan, who had the opportunity to present their design creations to the Italian gaze. By the way, in Rome in 2008, the collection of the still very young Kira Plastinina impressed the public so much that the Italian mayor's office awarded her a medal, which usually goes to the youngest and most talented designers.

Rome Fashion Week

Rome is not only the capital of Italy, but also one of the fashion capitals. Italy is rich in designers, so every year viewers have the opportunity to see fashion shows in Rome as well. Gucci, Roberto Cavalli, Fendi and Valentino, along with other famous fashion houses, complement fine evening dresses with exquisite jewelry. All this is the main highlight of the show.

In Rome, of course, everything is more modest and there is no such stormy excitement, if you compare Milan, but one cannot fail to note the advantages. For example, the fashion week in the capital is distinguished by its sophistication and secular character. In addition, in order to emphasize and once again highlight the great traditions of the fashion world and the cultural heritage of the country, in addition to the main show, the organizers hold other cultural events.

What do you get in your head when you hear the words "fashion show"? Undoubtedly - a stereotyped picture, the attributes of which are the beauties of the model, cocktail dresses and, of course, the podium. However, what was left without attention? Where does the event take place? What events will be after him, and what were they before? For many, these questions do not play a special role. After all, they do not even come to mind when viewing photographs taken at the show. The only exceptions are designers - for them all this is very significant, and plays a big role!

In this article, we will discuss what fashion shows exist, where they are held, what the designers themselves choose for their collections of clothes or accessories.

Fashion show during Fashion Week

For many designers, Fashion Week is a great way to showcase their collections. Usually there is a Fashion Week in every country, and in some even several such weeks are held. Along with Russia, two fashion weeks in a row are also held in Brazil - the first in Rio de Janeiro, the second in Sao Paulo.

For a designer, Fashion Week seems to be an excellent vehicle for presenting their outfits. At the same time, most of the organizational issues are shifted from his shoulders to the shoulders of the event organizers. The cost of such luxury is very high, however, the services provided are unlikely to cause dissatisfaction. In addition to providing a podium and dressing rooms, the organizers deal with all matters with the press and security.

However, do not think that by participating in the Week, the designer does not have to do anything. Many fashion designers, in addition to supporting the organizers of the Week, also prefer to independently negotiate with the press and find additional sponsors. After all, they often have to pay on their own and find models for the show. But, despite this, participating in the general Fashion Week, designers are in a very advantageous position compared to other options.

Own fashion show

Some designers prefer to organize their own show for various reasons. This option gives the designer a lot of freedom, but naturally it is more labor-intensive, because the whole organization falls on his shoulders.

Own fashion shows have a number of undeniable advantages. The most important of them is personal control, and as a result, full compliance with the wishes of the designer himself. Such individual shows are usually arranged by designers who have a fairly rich clientele, for example, Igor Chapurin or Yulia Yanina.

Where to hold a fashion show? Fashion designers, as a rule, when organizing their fashion shows, choose expensive luxurious banquet halls, or other premises corresponding to their high status. If you are a guest, then you will not be met by a security guard, but by a nice young girl. You will not push around, waiting for your turn at the entrance, and worry about a place in the hall.

The main task in organizing such shows is to ensure maximum comfort for guests. It even comes to providing guests with VIP seats. Of course, this is an expensive pleasure and not every young designer can afford it.

All personal shows can be roughly divided into three subspecies:

Show for clients

This is a small intimate screening that is designed for a limited number of elite clients, but a wider screening with many guests and the press is also possible. The focus of such an event is customer orientation. Usually, ordering large halls is not necessary, because such a presentation can be held even in a boutique, having closed it for a while.

Show for buyers

This kind of show, is not any show, is made exclusively for buyers without outside guests. Has a pure business character. Here are presented things that are suitable for mass production. The attitude towards buyers should also be impeccable, because the conclusion of the deal depends on this.

How to organize a buyer's fashion show? You can organize a podium within the framework of the Federal Wholesale Fair of Goods and Equipment for the Textile and Light Industry "Textillegprom", where you will be given the opportunity to demonstrate your goods in a fashion show format, with real models, and at the exhibition you will have your own exhibition stand, where potential buyers can take a closer look at your products ...

Show for friends

It is the most budgetary option. Each of us can spend it at home or outdoors, taking a couple of our girlfriends as models. Friends and family are perfect as guests. Of course, you can also make a real show out of such a show - it all depends on your financial capabilities.


Many exhibitions of collecting clothing manufacturers organize fashion shows right on their venues.

Basically, this is a miniature Fashion Week for professionals, but there is less noise, no crowds, no sponsors with snacks and separate accreditations. Such screenings take place non-stop. During a day, a large number of impressions with a different composition of firms can take place.

Unfortunately, there are very few exhibitors at such presentations. Indeed, in order to show a thing, it must be removed from the stand, and the time spent on changing clothes and defiling models can be unprofitable for the company. Potential customers do not see things, and the chance of ordering is reduced to zero.

Fashion show on a personal stand during the exhibition.

As with their own fashion show, a number of designers want to get away from the collective show and arrange personal demonstrations right at their booth. Yes, the event lasts ten minutes. Yes, there is no big catwalk here. But, there are advantages. Firstly, it is a great way to instantly attract clientele, and secondly, it is a full-fledged demonstration of your collection. At the same time, the designer is somewhat independent of other participants, as in a collective show. It is also worth considering that clothes are not taken away from the stand.

It is also worth paying attention to the following point. At a collective exhibition, the press is always present, and photos of new collections are immediately scattered all over the Internet. For companies that fear theft of their ideas, this situation is unlikely to be pleasant. But when showing at their own stand, they can always hire security guards who will drive away photographers and prohibit them from taking pictures.


Such contests are held frequently. Both young designers and working industrial brands can participate in them. Screenings at such contests are almost analogous to screenings at exhibitions. The only difference is that at the end the winners win a prize or title.

By participating in the competition for young designers, the participant can present several models at once. For example, a mini-series with 3-7 outputs. The requirements for such mini-collections may be different for all competitions. Somewhere creativity is assessed, somewhere suitability for production, somewhere compliance with fashion trends. This shows that a collection can win in one competition and lose in another.

Where can a young fashion designer show clothes? For example, at competitions for young designers Russian Silhouette (participation is free), at the competition "Exercise" (participation is free), at the Moscow competition for young fashion designers (organizational fee is about 8000 rubles), at the International competition "Bezgraniz Couture ™" (the winner will receive approximately 15 000 dollars !!!), at the competition of young fashion designers named after N. Lamanova (only the work of models is paid), at the competition of young designers of the magazine Grazia (free), participation in such competitions will give rise to a professional career for many young designers.

In this version, the fashion show is presented as an element of the show. The presentation of the collection takes place between striptease, dancing and pop music.

A striking example of such a show is the show of Valentin Yudashkin's collections on every March 8th. Here artists sing, ballet troupes dance, and between these performances, designer evening dresses are shown in several stages. The advantage is that this is a public event and can be accessed by purchasing a ticket at a regular box office.

Shows for a limited circle of guests have a similar scheme. For example, on the opening day of a restaurant or the birthday of the owner of the establishment. At the same time, the show is accompanied by all sorts of entertaining numbers and surprises.


Such shows combine the principles of exhibition shows (common themes of collections and orientation towards sales) and entertainment shows (performances with artists, dancing and striptease), but they are still different. The main difference is the small budget and some disposability. This state of affairs leads to a small number of guests, a lack of media coverage and a low level of organization of the event.

For the sake of fairness, it should be noted that such shows can be classified as "separate" or "design contests." However, the small budget does not allow such events to enter the "major league" and they remain purely "local". For this reason, only friends and representatives of the local "get-together" come to them.

However, this does not mean that they should not be carried out. The main thing to remember is that in order to bring such an impression to a higher rank, you need to invest well both financially and in terms of time.

A small budget will not allow you to arrange such a performance in a fairly serious room. Therefore, "party shows" are usually held in houses of culture, local clubs, and school gyms. The most optimal place is precisely the clubs. All the conditions for a good mood are here - a relaxing atmosphere and alcohol. You May Also Like:

Several times a year, famous fashion designers, whose ideas become fashion trends, showcase their latest collections to the whole world. Paris, London, New York become fashion capitals for a whole week. Fashion shows or catwalks are a demonstration of new collections to the press and future buyers. It is a launching pad for new trends.

What you need to know about Fashion Week

Fashion and couturier live in a different time, much ahead of the present. So in September and October there are shows of the spring collection, and in February and March - the winter one. Fashion capitals present their "fashion weeks" in order on time. The order is the same: New York, London, Milan, Paris.

Shows never overlap in time so that journalists and buyers can attend all the shows.

Prêt-à-porter / haute couture

To differentiate well between these types of fashion, remember that ready-to-wear are concepts for casual everyday wear. Haute couture is original and unique clothing. In Paris, more than 30 fashion houses hold ready-to-wear shows twice a year, while only 10 fashion houses make haute couture collections. Haute couture collections are real works of art designed for a very narrow circle of clients. Such unique clothing models become the embodiment of the style of a particular brand. The ready-to-wear shows are aimed at a wider audience, and in the new season these clothes from the catwalk will hit the boutiques.

How is the show going?

As a rule, fashion shows are held in places specially designed for this (for example, the Carousel du Louvre). Models are walking along the catwalks under the flashes of cameras.

But more and more fashion designers organize their shows in unexpected (abandoned factories), historical (museums) or completely unusual (Parisian circus arena) places. The interior and the magic of the place play a big role in the mustache infantry of the show.

Usually the show starts with a delay of about half an hour. But as soon as the first sounds of music begin to sound, the real show begins. Music and light are a very important part of the show. Models walk the catwalk, replacing each other and demonstrating a new collection.

In many cases, the show ends with the appearance of a fashion model in a wedding dress. This is the final point. After that, all the models appear on the podium together with the fashion designer, who welcomes the press and spectators.

After the show, the press and distinguished guests have a chance to go backstage and chat with the fashion designer.

Every more or less prominent player in the domestic fashion -the market sooner or later faces the need for a show. On the one hand, this indicates a certain brand maturity and is a gratifying fact for its owner; on the other hand, it brings with it a lot of organizational difficulties. And, as practice shows, the lack of relevant experience is critical. Today marketing director of youth clothing Sabotage Evgenia Klimkova will share her experience in organizing a seasonal show of the collection for her regional partners and media representatives.

Preparation

Preparation for the show should begin at least 3 weeks before the event, and even better if you take the first steps 2-3 months before. Such a "systemic" start will allow you to build the correct scheme for the project: choose the best date and time in combination with the venue, select a team and models, develop a script, carefully think over the menu and order gifts and souvenirs, and announce the event for guests in advance. The show is a complex, multifaceted event, in the organization of which professionals from different fields are involved. This, of course, is the designer in charge of clothing and the general concept, the stage director who turns an ordinary fashion show into an attractive show, these are models whose behavior on the catwalk and the correct understanding of the author's intention determines the mood of the show, these are lighting fixtures that place light accents and add drama to the action, and other important heroes of the backstage zone, including costume designers, stylists, makeup artists, security guards, coordinators, various assistants. Having time to organize your show means you have one of the most important resources; and vice versa, its absence with a high degree of probability will affect the level of the show - the jambs that were admitted in the preparatory bustle will certainly "come out". When we were preparing the last big show of Sabotage at the MOD Design Center, we did just that. For the show, which took place at the end of September, we started preparing at the beginning of the summer. And this provided us with a quality result.

The purpose of the show

When preparing for the show, it is important to remember what strategic goals are being pursued. These can be, for example, the following:

1. Present a new collection in a way that will be remembered.

2. Achieve maximum coverage of the show in the media.

3. To interest buyers, representatives of fashionable clothing stores and end buyers of the presented collection, to motivate them to make purchases (purchases).

When preparing for the show, you should constantly keep them in mind, since the organization of the show is often accompanied by chaos. In the process of preparation, new brilliant ideas suddenly come to mind for one model or another, the scale of the ideas does not correspond to the real possibilities. We have to abandon the planned elements of the show ... In this situation, only focus on strategic goals allows us to make rational and balanced decisions. What is more important, to present an incomplete collection or to implement new ideas until the last minute with scissors in hand? What is more important, to bring an unsuccessful girl to the podium or refuse to present this or that thing as such? What is more important, to gather journalists for the show or to spend time and money on inviting bystanders? To put it simply, the key goal of your show might sound like this - to make an impression. Its achievement lies in the intersection of all those competent organizational decisions that we talked about above.

Location

Choosing a venue for a show is always a non-trivial task. Typically for brands, designers and runway organizers, this is a real problem. A good place for a show must meet the following criteria: be affordable, be suitable for the show in terms of size, interior and interior arrangement, to some extent correlate with the mood and concept of the collection, and, if possible, be little-known and unbroken in the eyes high society and fashion journalists.

Finding a place that meets all these criteria, even in such a metropolis as Moscow, is actually quite difficult. In most cases, the organizers have to make a choice in favor of one or another argument. For example, a conference hall is suitable in size, but does not have a suitable office design, and a multi-storey car park is undoubtedly conceptual, but does not meet modern requirements for comfort. In most cases, the organizers make a choice in favor of space and comfort, which is understandable. However, this usually means that you are losing possible PR points. The strongest impressions are made by shows taking place in unusual locations.

Overall, the location of the show is extremely important to the PR of your brand. When choosing a place for a show, you should pay attention not only to external attributes, the authority of the hall, convenient access, good parking, but also to the elements that organize the space and create energy. In some cases, the space chosen for the show can in itself serve as a hallmark of the event and support a certain image of the show. Of course, you have to pay for unusual creative places and, as a rule, pay a lot in every sense of the word. However, it is advisable and usually pays off handsomely.

Producing the atmosphere

The real art of producing a show is to create the desired atmosphere in the hall and in front of its doors. What I mean is actually difficult to describe in words. In some cases, you come to the show and feel: there is a drive here. The inner voice verbally or non-verbally seems to be telling you: “Something important is going to happen here now. It's interesting and exciting. " In other cases, everything seems to be in its place: a solid podium has been built, spectators have gathered, a soft clink of glasses is heard, but in fact there is no energy. Boredom and emptiness inside. An unspoken thought sounds something like this: "Let's stay here for half an hour, if we have already arrived, and move on."

It is important to think over what the scenario of the show will be, where the guests will be before the show and how their passage to the event will be organized. It is important to put in the script elements that artificially create an atmosphere of intense expectation among guests and journalists. Techniques such as face control, queuing, and the rush of onlookers at the entrance can work well. The art of "producing the atmosphere" lies in finding a balanced balance between pandemonium and anticipation, between the desire to wait and the desire to leave. As in the case of choosing the right place for the show, if you managed to create the right atmosphere of drive at the event, you can write it down to your asset. Now the chances of being written about and told to friends are much higher.

How to present

The format for presenting the collection to fans and journalists is extremely important. You can both "pull" a bad collection and hack to death a good one. Therefore, the concept and scenario of the show should be thought out in advance and implemented as clearly as possible. When you start preparing for a show, you should first of all define its target audience. Most of you will probably understand it. They are key fans and friends of the brand and journalists. The first ones are directly related to the style and spirit of the brand you represent. And therefore, it is logical to assume that they expect from showing the same mood, the same, if you will, the concept that they feel in the brand itself. Austere minimalistic monochromatic clothing presupposes the appropriate tonality of the show, sustained, strictly unhurried intellectual. Baggy, colorful youth clothing definitely needs to be correlated with the rap culture of which it is a part. Luxurious evening gowns call for leisurely glamor, fans and more classical music. If this key principle is violated, then the viewer will experience what in psychology is called a "rupture of the template" or, if you like, stylistic dissonance.

It is very important to link this with the brand image. If you represent a youth brand, then the audience and location must match the brand's image. When preparing a show for Sabotage, we always keep this in mind.

If you meet the expectations of the target audience, you can be sure of a positive assessment of your work. Viewers and fans will give you flowers, and journalists will write more or less predictable reviews. This approach guarantees a somewhat stable result, it allows you to plan for the future in terms of both possible sales volumes and the interest of media representatives.