Fashion show agency
Fashion Show Agency – Before a fashion show can take place in Berlin, Hamburg or Munich, a lot has to be planned and organized. Every fashion show is unique – as an agency we make sure that nothing goes wrong. The designers and the organizers get in touch months before the event, plan everything down to the last detail, then PR agencies get involved and finally the big day arrives. Everyone is there: customers, bloggers, editors, models and media representatives. In order for everything to be really perfect, also in the marketing after the fashion show, some aspects have to be considered by the agency. For those who have not yet planned or even attended a fashion show themselves, here you will find all the important key points for planning a fashion show with the help of an agency – like CM!
As a rule, however, each fashion show focuses on a few key points! At the end of the article you will find a complete checklist (do it yourself). First, let’s take a more general look at what the most important points of a fashion show are and answer the question why an agency is extremely helpful for planning and what do you have to consider for the first concept?
✓ Consulting and show roadmap
✓ Creative and technical conception
✓ Location scouting
✓ Influencers and celebrity guests
✓ Fashion show and choreography
✓ PR before / after event on request
✓ via firstname.lastname@example.org
Stephan M. Czaja
Owner | CM Models
Case (above): Final Show @ Berlin Fashion Week, Saturday 20:15 hrs.
A fashion show is an extensive media event, so there is a lot to think about when planning for a fashion show. Besides the models, the location and the designer fashion, other elements play an important role. From the music, to the lighting, to the guest services, there are several items that can make a fashion show a complete success. One thing is particularly important: a fashion show must convey a consistent image, with the customers, bloggers, media representatives … arouse appropriate emotions in all guests when the models walk down the catwalk with the new fashion collection.
Each planning is based on different factors, small and large. Organizing a fashion show is not that easy. Depending on the complexity of the project or the demands of the customer, the organization in the run-up to a fashion show can take days or even months, if, for example, complex stage sets are added.
This is about much more than just the show, it’s about:
Needed list, castings, models, choreography, music, electrics, seating, atmosphere – in the run-up to a fashion show there are many factors that need to be taken into account.
What does an agency need to consider in the concept for a fashion show? Together with the client, the agents of the fashion show agency create a so-called “needed” list (in short, a classic requirements or todo list). In this first briefing all important points are noted, which are necessary for a successful fashion show in the sense of the customer, for example a designer, advertising agencies or the PR agency. When all points are neatly noted and details such as catering and rehearsal space have been considered, we as an agency prepare our kick off meeting for the show. This is followed by a consultation, which is tailored exactly to the client, either in person or on the phone. In this meeting, many things are defined in more detail, the models, the choice of music, the staging of the show in terms of styling and choreography, rehearsals, castings and much more is discussed.
This individual consultation varies, as described above, in intensity depending on the budget of the customer. After the consultation we sat down as a fashion show agency to the creation of the show concept and their presentation.
Also the fashion show music is usually taken care of by the fashion show agency, in some cases the customer himself takes care of it. The music cut is submitted, the DJ finally takes care of the beat optimization and adapts it exactly to the choreography of the fashion show. This is important, because the entire staging of the fashion show must ultimately be coherent. Music is generally very elemantar for a successful fashion show, because music conveys emotions and a certain atmosphere that influences the entire show. On Youtube you can already find optimally compiled playlists for catwalks and fashion show videos. You can find more about the different walking styles in the article:
The choreographer creates “pictures” for this. That is, he thinks about how the models act at the fashion show. It makes a big difference whether it’s haute couture & pret-a-porter, for example, or a fitness fashion show at a sports fair. Depending on the environment, location, audience and customer, individual scenes are created to present the fashion collection in the best possible way. The show has to be staged in an exciting way so that the audience, whether row 1 or row 8, is enthusiastic and talks about the fashion afterwards.
Planning, marketing and PR – The core element for the day after:
When planning a fashion show, the organizer (agency or Do It Yourself) should clarify some issues in advance. For a perfect fashion show, possible problems should be invalidated in advance, so that the designer and his helpers can explicitly devote themselves to their own tasks on the big day.
First of all, a precise date for the fashion show should be planned. It should be noted that on the desired day there is no other major event in the area. Otherwise, there could be a competition and possible interested parties of the fashion show do not appear for time reasons or prioritization to the fashion show. Vacations and vacation time should not be disregarded either! A calculation should be made, around which times, the most visitors are to be expected, similarly as the measurement of the ratings with the TV. The function of the press work must be secured, that is: When, where and to which extent is to be reported about the fashion show. Further advertising measures, such as poster advertising or similar, must be considered and the invitations organized and printed. This raises the question of which people will receive an invitation or be put on the guest list.
We always recommend to organize such big events with a lead time of at least 4 months. This way there is enough time to invite important people like VIPs, bloggers and media representatives.
The target group of the fashion show and thus of the presented collections must be clearly defined. For booking the location, the maximum number of visitors should be determined afterwards. The location should be matched to the fashion designer and the style of his fashion collections. The designer’s vision is not only conveyed by the actual collection presented, but also by the atmosphere of the location. For example, an elegant red carpet design fits better in an exquisite noble location than in an urban underground club. The technical equipment must be checked so that defects are not discovered on the day of the fashion show. The staff must be booked, for example for drinks, the music system, the lighting technology or the checkroom. Finally, it has to be thought through how the tickets will get to the guests. Are there advance ticket sales, invitations or reservation options? And how are the guests informed about the different purchase possibilities? Additional seats must be reserved for the press and the photographers must be given the opportunity to take organized photos.
During the selection of the location, it must be clarified which possibilities there are for the audience to get to the location. In other words, are there sufficient parking facilities? How is the connection with public transport? At fashion shows, the reception is an important introduction to the entire event. This is where guests notice whether the fashion show has been well organized. Each guest must be greeted exclusively, for example in the form of a sparkling wine in the foyer and an indication of the checkroom. If there will be international guests, the welcome and the moderation must be in different languages, at least in English. The duration of the moderation should be perfectly adapted in advance to the show and the designer’s vision.
The final dress rehearsal for all models before the fashion show in detail:
Of course, the fashion show must be timed in advance, that is, the fashion show is structured and the duration is determined. The structure provides a guideline to which all participants should adhere. Of course, there may be deviations. The number of outfits and models to be presented is worked out and adapted to the duration of the fashion show. A concept is created.
Weeks before the fashion show, there is usually a big model casting. The models are selected under certain criteria. Close to the time of the fashion show, the so-called fitting takes place. The models try on the different outfits from the collection to be presented. It is determined which model presents which outfit. When this is clarified, the models begin to train the desired choreography and walking sequence. Each model can present different outfits from the collection on the catwalk. The time in which models can change in the backstage area is calculated, usually everything must go very quickly. The choreography on the catwalk is determined and rehearsed in advance. Make-up artists, stylists and dressers are organized.
After the fashion show is over, the question will arise among the guests whether and where they can purchase the designs shown. When organizing the fashion show, these questions should be clarified. Will there be a sale following the fashion show? How will the guests be informed about it? Are there enough fitting possibilities? What should the fitting procedure be like?
In a fashion show, the selected models enter the catwalk in a certain order, according to a certain choreography. The designer can develop freely, there are no specifications, only a general basic framework serves as a guide. The opening model is of great importance for the designer. The first impression of the designer’s fashion collections on the audience counts and shapes the entire, following show! In the same way, the closing model acts as an important element of the fashion show. This usually presents the highlight of the designer’s collection. In the audience sit press, buyers and celebrities, as well as fashion bloggers or fashion-enthusiastic spectators. Each model presents at least one outfit on stage, usually followed by several. For this, the models must be fast, because the outfit must be changed backstage under time pressure. The choreography must not be interrupted. On the catwalk, the backstage stress is not noticeable to the models; they walk down the runway unimpressed and at peace with themselves.
Here we go, PR! Ideally, detailed lists of contacts with press representatives and PR agencies should be established in advance. These contacts should be provided with photo material, texts and, if possible, videos directly on the day of the show or the day after. After all, the magic of a fashion show can quickly fade when the next big Fashion Week in Milan, New York or Paris begins. The easiest way is to place your own fashion show in online magazines. A bit more difficult is to get into the big magazines like Vogue, Harper’s Bazaar & Co. Therefore, it is advisable to not only plan the fashion show months in advance, but also the PR planning for the fashion show!
In general, the following points should be elaborated:
Then come many individual details, depending on the size of the show, location, duration, etc.. Of course, also many details towards models, helpers, organizers, customers, etc. Details like:
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