Job:02-30034 Title:RP-Fashion Design Ref and Spec Book
#175 Dtp:225 Page:210
210-223_30034.indd 210 3/5/13 6:38 PM
210 THE FASHION DESIGN REFERENCE + SPECIFICATION BOOK
(Text)
Chapter 21: Shows
The show business side of fashion is a combination of wedding ceremony and
rock concert. As theatrical and as fun as this might sound, putting together a
full-scale runway show is about impeccable organization and precise follow-
through. The culmination of all available research and support systems should
be a spectacle that is executed professionally and worth remembering.
COMPONENTS
Intent
What goes into the structure of a show will hinge on who is in the audience. Fashion shows
are not one-size- ts-all events. The consumer most often wants to be entertained and swept
away into the designer’s fantasy. The general press is there to get something newsworthy, a
great photograph, or a celebrity sighting. The fashion press and the buyers represent speci c
publications or retailers and their customer base. They are looking to see how these clothes
will t into their plans for the upcoming season.
Flow
The event must be set up so that everything ows through it by design, including when guests
will be given access and be able to interact. The designer should be conscious of removing
obstacles and distractions as well as modulating the pace and direction of the experience.
Each step of the event should build upon the last, so that the sequence provides pay offs
throughout. Balancing the distribution of these rewards with the right amount of downtime will
keep the audience engaged and interested.
Illusion Making
Misdirection and sleight of hand are instrumental in helping an audience suspend disbelief
and enjoy the experience of illusion making. Light, sound, and visual distractions will build a
sensory environment that focuses the minds of the audience, who should pay no attention
to the designer behind the curtain—until its time to take a bow. A good fashion show is the
result of much practice and the mastery of technical details.
Photograph by Peter Kramer/Getty Images for IMG.
21
Job:02-30034 Title:RP-Fashion Design Ref and Spec Book
#175 Dtp:225 Page:210
210-223_30034.indd 210 3/5/13 6:37 PM