cfi-The Look and The Law Aug 09:The Look, The Law & The Knowledge 2009 07/09/2009 13:55 Pag
TO SHOW OR NOT TO SHOW?
7
THE FASHION SHOW
As a way of getting your name out there, the fashion show has greatest impact,
bringing your message to 500 people or more in one go. Lasting a maximum of
twenty minutes, it offers unrivalled publicity simply because of the numbers of the
audience. But putting on a fashion show is a complex and costly undertaking.
GARDEN
What you will need…
• Venue: A venue passed by Health & Safety as being suitable and safe for a public
VENT
event.
• Models: Even models who are just starting off have a minimum fee and their
T
CO
agents rarely do favours over rates.

A
• Music & Choreography: A good DJ can give your show the real class it needs,
not necessarily by DJ-ing on the day, but by mixing a blend of sound that is
uniquely yours.
• Hair & Make-Up: For these you need the help of the international beauty
companies. They are unlikely to give you any money but they are often very
generous with product (and the use of well known make-up artists and hair
stylists) for the right credit.
• Clothes: We’ll come back to this. But don’t forget shoes and other accessories.
You have some options:
F
ASHION FRINGE
•Borrow shoes from an existing range.
•Design your own shoes and get them made as cheaply as you can.
•Design a small range for a high street brand in return for having your pick for
the show.
•Ask a shoe designer to design your shoes for you.
•However you source them, make sure they fit and the girls can walk properly in
them.
•Buy what you need for your show.
Now for the less glamorous – but vitally important things…
• Security: Guards are required front of house (where the public are) and backstage
(where hair and make-up are done and the models are dressed). Security is a
profession and requires qualified people if the safety of your guests is to be
guaranteed, AS IT MUST. Thinking of the audience as your private guests is a
good mindset to cultivate because if you don’t treat them properly, they won’t
treat you properly and might well never come back. Remember that you are
ultimately responsible.
• Ushers and Guides: These are important because, under the guidance of a Front
of House Manager, it is their job to seat people quickly and efficiently in their
correct places, to tactfully but firmly kick people out of the seats that are not theirs
and be smarmy with the posh ones in the front row: senior journalists, buyers
www.fashionfringe.co.uk
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