Dior’s Winter 2023-2024 Men’s Collection
Courtesy of Dior

Event production in the fashion industry involves planning, vision, and execution. Fashion shows are central to this field, showcasing a brand's latest collection to buyers, media, and influencers. The production team manages every aspect of the show, including selecting the venue, designing the runway, and coordinating lighting, music, and visuals. This involves working with set designers, lighting technicians, sound engineers, and models to create an experience for the audience. Event production in fashion also includes brand launches, pop-up shops, and exclusive parties. Each event is designed to reflect the brand's identity and provides an experience for attendees. For example, a pop-up shop might turn a space into an environment that represents the brand's latest collection, including installations, digital displays, and live performances. The aim is to generate buzz, media coverage, and social media engagement, which helps extend the brand's reach.

This article delves into the careers of a producer and set designer. Understanding these roles offers insight into the planning and creativity involved in fashion event production, and how these professionals contribute to creating runway shows.

Isabel Marant AW17
Courtesy of Isabel Marant

A runway show can't come alive without a producer, the orchestrator behind the scenes who ensures every element flows seamlessly. The producer's role is to manage the coordination of models, designers, and technical crews to bring the designer's vision to life. From the lighting and music to the pacing and overall atmosphere, the producer plans every detail to create a memorable show for the audience. These key players turn a collection into an event, balancing creativity with logistics. They handle everything from casting models and overseeing rehearsals to coordinating with set designers and managing last-minute changes. Their work ensures that the show runs smoothly and leaves an impression on the audience, enhancing the impact of the brand’s collection.

Notable producers, such as Alexandre de Betak and Etienne Russo, exemplify the essential role of the producer in the fashion industry. Their expertise and innovative approaches have set new standards in runway show production, demonstrating how vital this behind-the-scenes role is in bringing a designer's vision to life and captivating audiences worldwide. Alexandre de Betak, often dubbed the “Fellini of Fashion,” has an ability to transform concepts into theatrical spectacles. His work with brands such as Dior, Michael Kors, and Victoria's Secret has cemented his reputation as a visionary in the industry, known for his bold and immersive show designs. Similarly, Etienne Russo, the mastermind behind Villa Eugenie, has revolutionized the fashion show landscape with his eye for detail and understanding of brand storytelling. Russo has produced some of the most iconic runway shows for brands like Chanel, Dries Van Noten, and Lanvin, blending creativity with logistical precision to ensure each show leaves a lasting impact on the fashion industry.

The producer’s role requires not only an eye for detail and creativity but also strong organizational and leadership skills. Producers must anticipate and solve problems on the fly, ensuring that each show element aligns with the designer's vision. Their behind-the-scenes work is crucial in making runway shows possible, turning fashion into a live performance art that engages and resonates with audiences worldwide. Their ability to manage multiple aspects of production simultaneously ensures that every show runs smoothly and effectively. By handling unexpected challenges and making quick decisions, producers maintain the flow and excitement of the event. Their dedication ensures that each show achieves its full potential, creating a lasting experience for both the audience and the fashion industry. Through their planning and execution, producers shape the future of fashion presentations.

Balenciaga Spring/Summer 2020′
Courtesy of Balenciaga

While the producer oversees all aspects of a runway show, set designers are the architects of the show's physical environment. They create the stage, backdrop, and overall setting that frame the collection, ensuring that the design aligns with the show's theme and supports the visual presentation. By selecting materials, colors, and structures, set designers establish the mood and atmosphere of the event. Set designers also address practical considerations, such as the functionality and safety of the set. They ensure that the stage layout allows models to move freely and that all technical elements, including lighting and sound, are integrated smoothly with the design. This requires coordination with lighting, sound, and technical teams to create a cohesive and well-executed show.

The influence of a well-designed set extends beyond the runway, affecting how the audience perceives and remembers the collection. A well-crafted set can transform a fashion show into a memorable experience, providing context and enhancing the collection's storytelling. Set designers play a key role in shaping the audience’s experience and contributing to the overall success of the show, setting the standard for fashion presentations.

Hermès women's fall-winter 2024
Courtesy of Hermès

Issey Miyake AW 23-24
Courtesy of Issey Miyake

Set designers are essential in turning fashion concepts into immersive narratives. They take the core ideas of a collection and shape them into a physical space that brings the designer's vision to reality. Their role involves more than arranging elements; they plan layouts, choose props, and integrate features that support the collection’s story. This approach allows the garments to be part of a larger context, making the runway show a unified experience. By aligning the set with the collection’s themes, set designers ensure the audience engages with the fashion in a deeper, more meaningful way.

If this article sparked your interest in working in fashion show production, I suggest watching interviews with fashion show producers and set designers, reading articles about recent shows and industry trends, and studying textbooks on fashion event planning and design. Additionally, watching runway shows provides firsthand experience of how fashion is presented and the role of production in creating impactful moments. Exploring behind-the-scenes content and case studies of successful fashion shows will further enhance your understanding and provide practical insights for your career. Good luck!

Article by Shawna Small, Contributor, PhotoBook Magazine
Tearsheets by Bradley Duley, Graphic Design Intern, PhotoBook Magazine

So, You Want To Work In Fashion? Event Production