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June 13, 2008 By Julius Solaris

Photo by: Peter Duhon

This is a collective effort of the Linkedin community to help you in running an unforgettable
fashion show. We have a 1650+ Event Planning & Management Group there which I invite you
to join. The community has so far answered on what makes an event outstanding, the top 5
qualities of the successful event manager , running your own event business and the best way to
promote your event.

If you missed this chance, try answering the next question.

Here is the original question:

To all the fashion show producers, planners, managers and coordinators. Share with us your
secret weapons and tell us stories from your experience. We are ready to listen.

The best answer (the first you¶ll see below) was selected, as always, according to my own
preference. You can use comments to vote yours.

There are great insights and practical approaches, scroll to the end of the post because you might
find the answer you were looking for.
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In my experience, best fashion designer know exactly how to realize great clothes and complete
collection: a good fashion show production or organizer must keep in mind that to have a
successful result it is fundamental to have a great team of consultant supporting the designer,
people really well coordinated and working together to communicate and emphasize the fashion
designer creativity and ideas.

So, in my opinion a good producer has to take care of everything from A to Z, but the clothes!

A professional fashion show oriented toward International press and buyers MUST:
1) Have a central, comfortable, wide LOCATION with nice foyer, big backstage with separate
entrance and high ceiling (so you can have a great lighting design!). Better not daylight or with
dim windows. Capacity for a minimum of 500 people (especially if you are in Fashion week
calendar). Available for a minimum of 3 days.
2) Invest in a GREAT CASTING (about 20 models for about 50 outifts) and in an EXPERT
CASTING DIRECTOR: selection of models it is not just a matter of beauty, it is more a matter
of knowing the trend of the moment, understanding the taste of journalist, editors, photographers,
and to be confident in dealing with agencies.
3) GIVE EMOTIONS. As more as people feel great emotions as more they will remember your
show.(don¶t forget press and buyers see ³thousand´ of shows in their life!!) Music, lighting, set,
staging, makeup, hair, styling and catwalk must get across the audience the same message: the
concept of the collection, which most of the time is a mix of emotions! Sometimes is good to use
also parfumes in the venue of the show.
4) Treat all the audience like special guest: have to make them feel like they are coming to the
designer open house. Maximum hospitality: simple cocktail or champagne, minimal finger food
and nice souvenir on the sits.
5) Do special FINAL: use lighting or music or special effects at the end of the show and not
while the girls are walking on catwalk during the show. And never ask the model to pose at the
end of the catwalk!


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For anyone planning a fashion show, there are some key things that are critical
1) make sure that the press (cast a wide net) and insure they have seats± as close as possible.
While celebrities are great, the ones that write about the show really make the biggest pop
2) if goody bags are important, then get the make-up and hair company involved behind the
scenes to donate a moderate amount of products. It doesn¶t have to be a ton. Small bottles of
water go a lot farther than minis of liquor but neither will hurt and include something slightly
decadent like cookies or chocolate.
3) make sure you start the show within 15 minutes of the scheduled time± REALLY!!
Particularly if you are in NYC or in LA, it¶s respectful of the audience and their time
4) pick out music that won¶t blow out someone¶s eardrums
5) have some sort of program describing the looks in the show as well as your own photography
and/or video of the event and get it up on the brand¶s site and also on youtube or myspace.com

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Here¶s a tip or two from a non-professional in this field, but a professional woman with thoughts
about fashion:

It¶s hard times for a lot of folks. Make things practical, *and* fashionable.

Feature accessories for real lifestyles. Totes for knitting that have pizzazz. Headphones that don¶t
look like they came from Radio Shack. Laptop bags you¶d be caught dead with.

I am sure that there are real women who get by all day with pint-size handbags and no brief or
laptop bag. They are probably all models who have someone in their crew to carry all their
makeup and such for them.

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I¶ve been in fashion for 11 years now and have walked many runways. Tips:

±Do not carpet the runway. This is good for nobody.

±Lighting is key ± make sure you have proper and flattering lighting with lots of angles, colors.
(You asked for ³cool´).
±Models that have personality is very important if you are going for hip. Look for more
dimension in the walk and an ³edge´ to the girls selected. Models ARE your show ± put a lot of
attention into the selection.
±Proper music choices should be heavily considered. Make sure it has a good beat (doesn¶t urge
the models to walk too fast, doesn¶t make them want to crawl either), and it makes the audience
feel engaged and interested.
±Don¶t over-choreograph.
±Put energy and money into your stage. Don¶t let the audience see any of your models, stylists,
dressers, media backstage ± this can be more interesting than what¶s happening on the runway,
and people will be distracted.
±Get your audience engaged pre and post-show. Have photographers, cocktails, etc.
±Hold it at an art gallery, outside in a cool area, in a warehouse space, a rooftop« use your
imagination.

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I have no experience in fashion«but will try my take on it

1. Models are important. Great attitude/great bodies/movements. Not too beautiful as that would
distract attention from the garments

2.Clothes should be aspirational in looks/ design but practical to wear

3. Link the theme to a larger cause

4. Seating to bring media and key buyers close to ramp

5 Great music«peppy «but not so much that models have to walk too fast

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a great fashion show includes:

- location (a garden is one version of cool an empty ballet studio is another)

- music (a virtuoso violinist a chamber orchestra a dj pick your style of cool)
- lighting
- flowers
- champagne (good champagne)
- gifts (if the designer designs perfume or makeup there¶s the gift)

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Fashions shows are cool by nature. If you want to add unique elements you need to be sure it
enhances and does not overwhelm your audience.
5. In pre production of the show, get as many details together as possible. It sounds obvious, but
organization is key to a successful show. By coordinating the garments, shoes, accessories with
the models days and weeks ahead of time, you give yourself the room to add creative elements.
4. Keep your objectives in mind; your focus is on the fashion. So if you are looking to create a
very avant-garde show, make sure your elements are helping to focus on the fashion and not
distracting form them. I was at a trunk style show where a path had not been properly cleared for
the models to walk. Because everyone was so focused on keeping the atmosphere club-like and
casual, the models could not get through which affected their timing and took away from the
cohesiveness of it.
3. Have some sort of description of the pieces; whether it is in a program or if there designer or
emcee wants to speak about the pieces. This adds another level by which the guests can help
remember certain pieces after seeing them only for 30-45 seconds each.
2. Bring a bag of production goodies. (This is for first-timers mostly) Combs, nylons, safety pins,
bobby pins, hair spray, a black marker, a lint roller, a shoe horn, extra lip gloss, black tape,
double sided tape, etc« These will all come in handy at some point during your show.
1. Be prepared to improvise! Something will not go as you had planned, so the best way to
handle it is to find a way to make it work to your advantage. I produced a shoe show recently,
and our tall, Amazon-esque model had feet to match her height, and one of her shoes did not fit!
The number on the shoe matched her usual foot size, but we all know how sizes work- and there
were no larger sizes for her. Rather than having her sit out a round, we had her go barefoot and
carry the shoes. It added a new element to the show and looked really fun.

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In addition to the other answers«

1. Invest in, script and rehearse a great emcee.

2. Be sure to mark the stage at run through.
3. Add transition elements via projections or interesting light cues; don¶t forget transition music.
4. Don¶t skimp on the goody bags.
5. Don¶t forget to recognize the sponsors.
6. Make sure to feature reserved seats for press and VIPs.
7. Print one-sheets describing the designer, designs, models and noting sponsors to give to press.
8. Cast back-up models to prep for inevitable no-shows.

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edit your narrative « make sure the descriptions don¶t go on longer than the walk and/or the
narrative be longer than the show « rehearse your MC and rehearse your models

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Lots of good answers here. I think it¶s interesting to note that many of the answers, with a very
few simple word changes would apply to any event. (My personal fav being the ³Start on
Time!´)

I would add a couple more . . .

1) Understand exactly what the intent of the show is. It¶s a fashion show and it¶s supposed to sell
clothes right? Not necessarily. We did a series of shows for an international trade development
council and our mission was to support that countries ³brand.´ To show them as hip, creative,
happening by showcasing local designers. With that in mind we could take a lot (I mean a lot) of
liberties with the clothes and their presentation. We have done several shows that were much
more about attitude and image than selling. Another one was a motorcycle company that wanted
their dealers to look at the clothes and accessories differently. It was also considered an
entertainment element. Again, more attitude less selling clothes.

2) Identify your audience and their state of mind. What are their demographics? What time of
day is it? Is this a for profit or charity event? Is this part of a larger project? Are they sitting
theater or at dinner rounds? How will they be dressed? What is their call to action when the show
is over? Take all these (and many more) factors and translate that into hard choices about
clothes, production, venue, staff.
3) Spend money to get the biggest bang for the buck. A few production effects, a knowledgeable,
professional show staff, great music production can all go a long way to making this a step above
and something that will generate buzz. And it is all about da buzz. An ancillary comment, think
professionally. If it¶s done on the cheap it will look every bit of that. This is your brand we are
talking about. Do it right or go home.

4) Spend your money strategically. Don¶t get talked into gee whiz effects because some producer
or lighting guy thinks they are cool. (Or has some back at the shop and wants to move them out
on your nickel,) Always go back to the intent and the audience. Let that shape your choices.
Often a few more models will make the show run smoother and look more professional than 10
more moving lights or a budget busting video wall. Spend your money with understanding and a
larger view.

5) Don¶t underestimate what you are taking on. Too often a fashion show is considered an easy
cheap add on. It ain¶t that. It¶s like building a house. It will cost more, take longer, be more
frustrating, need more logistics and support than you ever imagined. Still, when it all comes
together it¶s magic.

And my bonus tip . . . Feed the poor girls. Just because they look skinny doesn¶t mean they don¶t
eat. This is hard work. Bring in a little catering.

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i. Find the correct ³theme´for your fashin show

ii. Have an ample time to for your guest RSVP and the participants feedback .
iii. Great team-work
iv. have some rehearsal a week prior to the event
v. have fun.

Ta-da & Good Luck

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I was thinking that you can link the audience with a Personal Digital Assistant while they view
the fashion show. They can make comments on the event in real time and actually buy the items
being run down the show. The PDA would also let you input customer¶s information.

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1. Don¶t forget the double sided tape!!!

2. Make sure you have enough body makeup for any unexpected suntan lines or body blemishes
on the models.

3. Have great dressers who are quick to assist the models backstage. Timing is everything.
Especially for the model that is shown a lot.
4. Play a variety of music to set each mood as oppossed to the same boring techno track during
the whole show.

5. Pack gift bags with REAL gifts, not just a bunch of unwanted swag!

Take a look at some tapes from the hottest shows at Fashion Week the previous year and make
sure to not recreate ANY of that. What¶s old is NOT new no matter what you heard!!!

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I know everyone has pretty much stated the obvious, however, my suggestions are:

1) Keep the model¶s choreography simple so the focus remains on the apparel and accessories
being featured not the model.

2) Use real up-beat music that fits today¶s trends and the designer¶s motifs.

3) Lighting is absolutely key and can make or break your show!!! Gelling is cool, but do it from
behind as not to change the color of the apparel, you don¶t want to mess with the buyers and the
photographers images (creates color casting).

4) MULTIMEDIA ± simulcasts your show on large screens to the right and left of the stage and
webcast it. Send out bulk e-mail targeting buyers who may not be able to make the show. You
can also use the webcast to generate consumer interest.

5) Meet and greet with the designer after the show for the media and a separate one for buyers.
Make sure to have goodie bags and plenty of refreshments and hor¶ derves for the buyers.

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N a m e s / F a c e s ± get (local) celebrities/famous people to attend ± and the rest will apply

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As a television professional who¶s filmed hundreds of fashion shows let me add my thoughts.
Ok you need the snappers to get the photos into newspapers and magazines, but don¶t forget
television. Television coverage can be so much more immediate. Generally when shooting a
fashion show i would want two or three cameras to get the best coverage.
Remember each TV camera will need one square metre for its tripod in the photo pen.. make it
big enough. Also when using two cameras they will need TWO angles .. a head on and a side
view. Think about having a two-tier pen. one for snappers the other for TV. And when covering
a show live, there needs to be another camera position closer to the start of the runway for the
µreturn¶ shot.
I have one pet hate, and that¶s the uncontrolled marking of the press pen. It has to be organised,
and proper priority given to the various media.
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