Number 1: Know your audience. Madeleine Kirsh, owner of C Madeleine's Vintage Clothes, has found that since some of her fashions are really edgy, she needs to be selective as to what designers she's shown alongside and the audience she presents to. The theme of the event needs to mesh with designer's line, so that you're creating a whole atmosphere for guests and aren't left with a stark environment. Doing so ensures that attendees will be more receptive to what is being presented onstage.
Number 2: Work with the pros. Lighting is crucial to a fashion show, as the wrong kind can make for poor photos, which are essential to selling the line. Beth Sobol, president of Sobol Fashion Productions Inc. and a producer of Miami Fashion Week, encourages planners to hire a lighting director with experience in fashion. DJ selection is also important, as those without runway experience might spin inadequate and non-seamless blends for a show, setting the wrong tone.Number 3: Grab their attention. To keep guests intrigued throughout the event, and not just for the 15 minutes the models are on the catwalk, think outside of the box when it comes to decor and setup. LaTonya Davis, founder of Jockstarzz Inc., an athlete-themed charity fashion show in Miami, did just that by incorporating the sports theme into the runway decor-which featured goalposts at both ends-and the swag for guests, such as the branded boxes everyone received featuring game-day snacks.
Number 4: Mind the back of the house. Ensure that all the models, assistants, and crew are where they need to be by call time. Though many expect fashion shows to run late, being unprepared can lead to a frustrated and unreceptive crowd-in addition to lackluster reviews from news media in attendance.
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Author: Channing Muller