The fashion week in Paris has come to an end, and after watching the shows, street styles, backstage footage, and other material, we suddenly realized: it's over for us, but it's just beginning for the organizers.
Fashion shows of luxury brands, which are followed by the whole world and which the fashion industry is guided by, are grand events that require careful preparation and coordination of many processes. The backstage of fashion shows is much more complex and large-scale than you think, and behind all the wow-effect there is not only “a lot of money”, but also a lot of forces. Why is it so rarely spoken about?..
It's worth paying tribute to the teams behind the famous fashion vids and discussing how they prepare the shows. We turned to an expert who has been working with major luxury brands for many years, from Chanel and Louis Vuitton to Hermès, Philipp Plein, and Cartier, and is involved in organizing the shows. Let's take it one step at a time.
Give me a technical specification, and we'll get started.
Organizing fashion shows for luxury brands always starts with the development of a concept. From this idea, the visual style and atmosphere of the entire event will be derived, so there is no need to rush. It is important to think everything through thoroughly. Repeating or producing something that is already available to the fashion houses is not only not allowed (no one will punish you), but also not desirable.
Creative departments of companies develop a technical specification (TS), which outlines all the elements of the future event — from the color and shape of the decor to the musical accompaniment and stage design. At this stage, the brand team usually involves outside experts to refresh their perspective and listen to new ideas.
Work on the concept of a fashion show can begin as much as 8-9 months before the show takes place. This is a normal timing for luxury giants, as it takes almost a year to prepare for an event.
Even when preparing more intimate shows, the process takes at least 2-3 months – and that’s fast, so to speak.
It's not enough to just come up with an idea; you need to get permission.
One of the most time-consuming stages of preparing a fashion show is coordinating all the details with the local authorities. Yes, it's not enough just to come up with a cool concept and choose a location - they may not give it to you. And if, for example, a brand comes up with the idea of a fantasy show somewhere in a museum, in the city center, or in an aqua park, you have to be prepared for the fact that the museum or aqua park may not happen. And then you have to start all over again.
To hold an event in major European cities, you need to go through a complicated process of obtaining permits. Each city has its own safety requirements and standards for holding public events. These details must be resolved in advance, as any deviations from the rules could lead to the cancellation of the event. And the loss of significant amounts of money.
In addition, you need to prepare and approve a list of participants, from models to all contractors and support staff. This is a separate challenge, considering the number of people usually involved on the set. Can you imagine the number of approval steps that the organizers go through when one of the guests "cancels" or when there are changes in the staff?
The stars are even more difficult
A completely separate story is the stars and VIP guests invited to such shows. They expect not only a high level of preparation, but also an individual approach. In everything. Everything must be impeccable, from comfortable and convenient seats for watching the show to exclusive gifts. God forbid a chair leaves a hitch on Versace tights – yes, and such potential difficulties must be thought of.
Some of the star guests arrive by private jet, which makes it a challenge for the organizers to ensure perfect logistics, from the airport to the event itself. Transfers must be arranged so that the stars can get to the place without interference, while avoiding unnecessary attention from the cameras. This is a challenge, considering that the paparazzi are almost on a safari for celebrities.
Here's another catch that can ruin everything. If, for example, the furniture and the podium don't match in color, it can have a negative impact on the photos. Choosing the wrong lighting in the room can also ruin the photos, especially when it comes to press and social media coverage. Imagine the emotions of the celebrity guests when they see a micro-wrinkle on the photos that have spread across the internet.
There are always a lot of people involved in this process, and they are carefully trained to ensure that everything goes smoothly and without delays. There is a profession called "catastrophe prediction":) It involves preventing disasters so that the fashion show can go off without a hitch.
To read the article in full, click on the link: https://www.thevoicemag.ru/fashion/who_is_who/vse-nachinaetsya-za-9-mesyacev-kak-gotovyatsya-nedeli-mody/