cfi-The Look and The Law Aug 09:The Look, The Law & The Knowledge 2009 07/09/2009 13:55 Pag
complete the look, as time is very short pre-show.
• PR & Security and Front of House: Your production company will draw up plans
with individual positions and responsibilities for the teams. Think as much about
9
seating guests easily and with a good view of the models, as how you are going
to get people out in case of emergency.
• Seating Plan: Make it clear and simple, with ample directional signage.
• Production Company: When deciding on a production company to work with,
make sure you do your research and find someone who best suits your needs.
GARDEN
THE PRESENTATION
So, if you decide to show your collection in the form of a presentation – what are
VENT the advantages?
The big one is cost. A static display requires no runway, no models, hair or make-
T
CO
up. Although it will require lights, they will be minimal compared with those for a

A
show. Music is optional but well worth considering as few people are totally at ease
in a completely silent room, but it should not be aggressive or loud and, as with a
catwalk show, should reflect your aesthetic and the mood of the collection.
Think carefully about size. Psychologists say that most of us feel more comfortable
when our voices are not echoing in an empty space so a large floor area is probably
best avoided, especially as you will be showing a tightly-edited selection from your
collection. This is very important. Buyers and press want a quick and easily
F
ASHION FRINGE
understood story and your choice of clothing in a static presentation should aim to
tell them, very directly, what you want them to know about the colours, fabrics and
style of your new collection.
You should offer drinks and simple hand-held food (don’t forget plates and
napkins). You really need a couple of waiters as well. For all of this, you need
professional catering help (not the loving hands of eager friends!) which you will
have to beg, borrow or, if all else fails, pay.
Think carefully about how you mount and light the display. There are basic criteria:
• Is the first impression strong?
• Is it possible for people to walk around the display without bumping into each
other?
• Can they examine the clothes?
Make sure that you have a press handout, acknowledging all the people who have
supported you, and if you can possibly stretch to the cast, a look book of clear,
straightforward pictures. They are for basic information, an aide-memoire for press
to decide whether or not to call something in for a fashion shoot, or buyers to
decide whether they want to come back for a second look. Anything that looks like
a shoot will only irritate. It is not your job to propose to professionals a way of
seeing your clothes.
www.fashionfringe.co.uk
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