How Is A Mature High-Level Fashion Show Made?

　 Only in March, 2011 autumn and winter fashion week has been launched in four major cities. All brands try their best to present the most distinctive style and win wide attention. Show two "war" a year, like New Year Movies, summer movies as regular driving, how to make the audience happy to see, store selling smoothly?

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Chanel's spring / Summer 2011 release conference Karl Lagerfeld turned the palace into a gorgeous French garden. At the same time, we should also have good creativity

East wind is indispensable -- a good venue

Haoxiu is eager for good venues, just as most luxury stores gather in the most expensive parts of the city. In recent years, there are many successful examples of large-scale fashion shows held in China due to the unique selection of venues. From old-fashioned villas to new style art galleries, from university auditorium to lakeside path, from Expo venues to classical temples, there are definitely Fandi Great Wall show at the end of 2007 and Chanel Huangpu River show at the end of 2009. The former chooses the "first pass in the world" of the Great Wall as the T platform, surrounded by mountains on all sides. The background of the natural T platform is continuous city walls and beacon towers one after another. When night falls, the T-stage is illuminated by lights, which is extraordinary with the vast mountains. If you look at today, where is the more majestic and simple T-stage? Chanel's startling glance on the Huangpu River bank shows the prosperous charm of a modern city with a giant oil tanker as the platform and river scenery and lights as the background. It can be said that the choice of Chinese and foreign fashion shows can not leave a sensation in the history of Chinese and foreign fashion.

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There are many magnificent shows Gorgeous brand The effect of pursuit. (DRIES?VAN?NOTEN)

Some people may covet fashion shows in the Forbidden City, but practice tells us that a good venue can certainly host the best fashion shows, such as the Grand Palace in Paris, where top fashion shows are held again and again; Kensington garden in London also spared no effort to assist local brands to show their British style; However, a good fashion show does not necessarily take root in the most magnificent buildings or the most romantic gardens. For example, TRUSSARDI held a fashion show in the old post office near Milan railway station several years ago. The post office has been out of service for a long time. However, the high ceiling, simple layout and ancient rectangular hall make it an excellent place to show.

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Versace's outdoor fashion show With urban night lights as the background

This relatively easy to achieve "civilian" approach can naturally cause a wide range of responses. In recent years, there has been a trend of showing in old villas and old railway stations, and then evolved into the most popular "waste Factory show". Instant wear brands pursue freshness and freedom to hold fashion shows in abandoned factories. No matter whether it is "real waste" or "fake waste", from New York to Tokyo, from Beijing to Guangzhou, one after another, creative industrial parks have sprung up, providing fresh and interesting suitable venues, and stimulating more and more unique fashion shows. Industry insiders point out that the advantages of such venues are relatively low rental costs and higher plasticity, which are most suitable for brands that emphasize personal style and design taste. {page_ break}

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Hermes's spring and summer 2011 release brings equestrian performance to the T-stage directly

Of course, the most basic criterion for judging whether a venue is good or bad is to conform to the style of clothing to be displayed. Because of the rich imagination and stage effect of big brand clothing, it is natural to choose gorgeous palace. If your brand is ready-made clothes for the public or conservative old-fashioned men's wear, it is better to return to the normal T-stage.

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Fendi's Great Wall show was called "the only fashion show visible on the moon" by LVMH Chairman

Ingenious creativity

In addition to choosing special venues, many fashion shows will enrich the T-stage with excellent creativity in order to impress the audience. For example, in the autumn and winter of 2010, Chanel moved the whole iceberg onto the stage in order to express concern for the environment and promote its own "dream fur"; At the 2011 Paris spring and summer fashion week, Hermes played "equestrian show" on the T-stage, and the "Victoria's Secret" conference, which has a strong urban flavor, has attracted global attention with its creativity and gimmicks every season. It can be seen that a successful fashion show depends on the surprise brought about by wonderful ideas. Sometimes they can achieve twice the result with half the effort with the gesture of "pulling a thousand pounds in two directions". {page_ break}

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Chanel's 2009 fashion show on the Bank of Huangpu River shocked China and foreign countries

In the early days of fashion design, Guo Mori and t-show designers both think that the inspiration of fashion design is based on the experience of fashion designers. In any case, when the fashion show enters the planning stage, designers and show directors must meet to study all kinds of details of the T-stage. If you want to add creative elements such as forests, deserts, animals or fairies on the stage, you need to make early decisions to facilitate stage design.

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Victoria's Secret annual show backstage, busy battlefield for makeup and stylists

Chen Weiwei, a senior show director who has participated in many luxury activities, once said that to be an excellent show director, one must have poetic ideas and a keen sense of fashion trends. She almost never misses every season's important fashion shows, and foreign fashion and popular magazines are also helpful in getting inspiration. In order to improve their overall aesthetic sense, they will refer to a lot of books on interior design and stage modeling, listen to all kinds of fashionable electronic music, rock music and movies with beautiful pictures. The spark of creativity may be formed in these moments. {page_ break}

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In 2011 Milan spring and summer fashion week, Dolce & Gabbana's show was pure white, and the model's pure makeup highlighted the temperament of the clothing

But sometimes, too much modification often leads to adverse reactions. Many years ago, a reporter saw a fashion show in a city in the Pearl River Delta, but it was just an ordinary women's ready-made clothing show. However, the organizer arranged a modern Cinderella sitcom to warm up the scene. The display method was too long and trivial, which gave people a sense of being a cottage. The most serious consequence was that the viewers resisted the formal clothing. In recent years, Guo Weiwei has just published a lot of simple styles in the center of the World Expo, such as chlet, which is quite popular in Shanghai.

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Roberto Cavalli's giant plant decoration is made by a professional company

Magic hand

A standard fashion show is only about 20 minutes, but the process of building (regardless of the early design and planning) often takes dozens or even hundreds of times. For example, at the end of 2009, the team responsible for the launch of Chanel on the Bank of Huangpu River began to prepare for the launch for one year. The construction of the show alone took 150 workers 30 days, while the fashion show only took 15 minutes.

Romantic master Roberto Cavalli, in order to show the beautiful spring light on the T-stage in spring and summer 2011, the "giant plants" on the stage were tailor-made by the special studio, which fully advanced orders by dozens of days. It is reported that many foreign studios are specially set up to build T-stage decoration. They charge high fees, but the production level is quite high, which can match the props level of Hollywood. But at present, there are few similar "one-stop" studios in China. T stage props must be collected by clothing companies or show companies. At the end of 2009, "exception" held a large-scale press conference in Guangzhou, where a 7-meter-high giant Trojan horse was placed. According to reports, this is the design concept put forward by the brand itself and then made by a special timber factory. The "white cloud" decoration used in the same field is from other producers. {page_ break}

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In 2011 Milan spring and summer fashion week, Antonio Marras shows a romantic and beautiful atmosphere

In addition, the makeup team is also an indispensable magic hand. In the international show, many brands have their own exclusive makeup team. Either they have their own brand makeup artists, such as Christian Dior and Chanel, who have mature color makeup series, and absolutely do not fake others; or they have designated partners, such as Derek Lam, who join hands with Estee Lauder for two consecutive seasons. For regular fashion shows, a special makeup team is needed. After discussing with the make-up artists of Hong Kong, they decided on the direction of the make-up according to the make-up direction of the fashion show. As for the "make-up show" and "make-up show", the most important thing is to do a lot of work before and after the show.

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Milan spring and summer fashion week 2011, Carina Lau with Salvatore Ferragamo special show

Add a touch of beauty

It is said that the model is the leading role of the T-stage, but with the different ages, the role of the model in the show is also gradually different. About 20 years ago, in the era of supermodel's heyday, Claudia, Campbell, Crawford and other models could almost control the designer's thinking. Designers often invited these models to sit in town and needed to design clothes that fit their body and temperament. Proud supermodel Ivan gelista once said, "my fame is bigger than brand". They can take it for granted Enjoy different hairstyles, different make-up and even different styles of clothing. {page_ break}

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Zhang Manyu and her boyfriend hold Balenciaga

In the past, although the "Star" has been born, it still has different functions, but now it has more original functions. Whether you're stone with a cleft tooth or Sasha with a baby face, when you go to the stage and put on clothes, you have to keep a posture with other models, and you will never be treated extra. The most important thing to do is to show your clothes without destroying the sense of wholeness. The only difference may be the competition between the opening and closing positions, which can at best illustrate your temporary status in the world.

Of course, in order to create a warm atmosphere for a large and mature fashion show, it's the show's operator who makes the rules of the game, not a star supermodel. In recent years, it is particularly popular to invite old supermodels to show on the mountain, and designers will also tailor their shapes for them. However, this only shows that they have been upgraded to fashion Muses and appear in a more eye-catching manner.

As the other group of the most important "finishing point" group on the show, there is no need for the first row of grandstand guests. Most of them are composed of brand designers, senior executives, stars, super VIP, media, etc. in recent years, fashion bloggers who have become popular through the Internet have gradually become new favorites. Although it is the first row, the seats close to the photo seat and the two ends of the T-stage background board are not the golden position. The best position is usually occupied by designers, senior executives, popular stars and authoritative media. What they have to do is to dress beautifully, watch the show attentively and leave a concentrated expression on the camera lens.
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