Thus they make the Grand Palais, the brand’s favourite venue, a new world perfectly mirroring the collection’s mood. Indeed, for every fashion show the brand transports its guests into a surreal reality where the human eye remains in ecstasy, admiring the detailed setting. This generally includes complementary setup and use of sound and lighting equipment.įor example, Chanel independently produces the setting of its shows, and it’s one of the leading brands in set design creativity. For example, in New York, hiring a small space won’t cost less than £15,000, and choosing a bigger place can cost anything between $50,000 to $100,000. Many cool venues in the “big four” fashion capitals (Milan, New York, London, and Paris) have high hiring fees. This step can look easy, but spotting the perfect location is fundamental to delivering the perfect experience. Indeed, according to the designer’s venue choice, customisation costs can skyrocket.įirst and foremost, the designer has to choose the location. The venue hire, and especially the set design, can increase the cost of the fashion show. The budget dedicated to the fashion show is divided depending on the artistic vision and desires of the designer. Every inch of the chosen venue must be in line with the collection ready to tread the catwalk, and therefore make the designer’s artistic vision tangible and captivating from every point of view. Many of these figures could make your head spin, but there is no limit to creativity. Depending on the brand’s economic possibilities and the artistic, marketing, and communication choices made, a US-based show can cost, on average, between $10,000 and $300,000. Although the circle of guests is well restricted, the cost for setting up a show is often a six-digit number. Today, anyone can virtually take part in the most beautiful and exclusive shows, but a very small selected audience can be physically present in these lavish events. This happens in an artificial environment, very often, far from the minimalistic set of 19th-century Parisian ateliers. The concept of exclusivity in fashion has strongly evolved, and fashion shows aim at presenting the new collection mirroring both the designer’s ideas and the brand vision. At that time, the use of living models to display clothes was a new and brilliant invention and a few dozen chairs were enough to offer the selected audience the opportunity to take part in a truly exclusive event. Charles Worth decided to start showing his fashion collections to a circle of a select few in the fashion shows that were held in his Parisian atelier. The first fashion shows, dating back to the beginning of the 18th century, were held on the street, a place of vital importance where designers identified new trends while preserving the upper middle class and nobility. At first glance, clothes are the focus of the fashion show, but they are often so captivating because they are presented in a specially created context. Many people share the desire to take part in one of the most fascinating fashion shows – and everyone can become part of that apparently inaccessible world simply by holding their smartphone in the palm of their hand. In a few clicks, you can find yourself catapulted into a completely different reality, an almost extra-terrestrial atmosphere dominated by a dazzling setting. Nowadays, fashion shows are easily accessible to anyone. This month, Cicilia Brognoli looks into the cost of runway shows.
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