THE PANEL
Lee Lapthorne creative director, Doll
Wren Solares managing director, Style by Solares
Donna Jones & Katie Tobin directors, Dazzling Events
Charlotte Clarke & Nina Ferguson directors, Inca Productions
What are the main objectives of a fashion show?
Lee Lapthorne To showcase the designers' garments to maximum effect, projecting and explaining the concept and inspirations of their collection while keeping to budget.
Charlotte Clarke and Nina Ferguson: The objective of a show is to sell the collection to the buyers and for the designer to gain more exposure, which will, in turn, aid sales of clothes, accessories and perfumes.
Katie Tobin and Donna Jones To showcase the clothes of a designer. The subsidiary objective is to create and/or increase brand awareness.
How do you measure the effectiveness of a fashion show?
LL Audience response, photography, press and ultimately, sales.
CC & NF Through press coverage and sales of the clothes.
Donna Jones & Katie Tobin There are four aspects we review when analysing how successful a fashion show has been. The production itself, the use of the budget, the supporting aspects of the event and the marketing/promotional coverage.
WS Each show is different. The most recent event I did was measured in-house by the number of ticket sales.
How have fashion shows changed over the past decade?
LL At London Fashion Week they have become shorter. The need for a central location has also become greater, as buyers and press have become more reluctant to travel.
CC & NF There has been a massive change. Technology has allowed us to do so much more, and therefore the boundaries have expanded beyond all belief. The influence of rock 'n' roll, theatre and the emergence of the supermodel have all affected fashion show production. We have also seen a huge growth in the sponsorship of shows.
DJ & KT Productions are becoming ever-more elaborate. The venues are becoming far more dramatic, as we saw with a recent show on the Great Wall of China. Another development has been the hiring of A-list bands to provide a musical backdrop to the event.
What does the future hold for fashion shows?
LL The big change will be live video streaming, allowing larger audiences to watch fashion week shows as they happen. CC & NF: Nothing can beat the atmosphere of being at a show, but I believe they are probably going to get smaller in size yet reach more people live. Sponsorship will also be a major part of extending the outreach of the event.
DJ & KT Fashion shows will become more diverse. Large ready-to-wear shows will become accessible to a far wider audience than before via the media and internet.
WS More creative designers who will keep pushing the boundaries with their innovative styles, and technology taking us to new heights.
How does the moral issue of size-zero models affect the creation of fashion shows, if at all?
LL It requires more vigilant monitoring on the health of models. The size of the model is not necessarily an indication of their health so it is about looking for other signs.
CC & NF The moral issue of size zero does not affect the actual creation of the show. As a production company we are very conscious of the welfare of models. We won't book any girls that look worryingly thin and always ensure that all models that work with us are treated with the respect they are due.
DJ & KT We are not involved in the casting of models. However, we are responsible for creating a successful event accompanied by positive media coverage, so wherever our opinion is sought we would always endorse responsible behaviour, and the hiring of personnel that reflect this.
WS There are so many designers and each line is made with individual attention to particular size frames, therefore sometimes it is very necessary to have the smaller, more petite size models.
What are the biggest challenges in creating fashion shows?
LL Turning the designers' visions into reality.
CC & NF To exceed a client's expectations. We always try to go that one step further.
WS It is always a challenge to come up with something fresh that has not been done before.
If you had an unlimited budget, what would you include in your dream fashion show?
LL A 150ft 'travellator' catwalk.
CC & NF Roland Mouret, Cristobal Balenciaga and Yves Saint Laurent would design the clothes. I'd hire Zaha Hadid to design the location and Frank Gehry to design the pre- and post-show party space. Mozart and Michelle Gaubert would create the music.It would be an all-encompassing spectacle that would blast all senses from every direction on an intimate and awe-inspiring scale simultaneously.
DJ & KT It would be located on a private beach somewhere in the Caribbean or South-East Asia. I'd hire a fantastic caterer to serve the best local dishes and bring back the classic supermodels. To round off the event, there would be a fantastic party, which would see a ridiculous amount of Champagne flowing, a 15-minute burlesque show performed by Dita Von Teese, followed by sets from the Black Eyed Peas, and perhaps even The Rolling Stones.
WS I would love to close off the Royal Albert Bridge for a show with a bespoke catwalk built down the middle.
What is the most hostile audience you have ever faced and how did you deal with it?
LL The most intimidating crowd I've experienced was when I had Prince Michael of Kent and US Vogue editor Anna Wintour sat on the front row, each surrounded by bodyguards.
CC & NF We had a young designer who had managed to get a supermodel to walk in their show. The model in question turned up 30 minutes after the show was due to start, she then had to get ready. A long 40 minutes after the start time the audience started to slow clap. We got over it by starting the show, and by the end we had rapturous applause from the audience as the collection was phenomenal.
DJ & KT There has been the occasional guest who has consumed one too many glasses of bubbly, but we always make sure we have staff to not only keep a close eye on things, but to take care of anything that does go amiss so that no problems occur.
EXPERTS' CHOICE
Our fashion show club reveal their favourite venues and suppliers for producing the perfect event.
VENUES
Charlotte Clarke & Nina Ferguson
Petit Palais, Paris;
Lancaster House
Cipriani, New York;
Royal Horticultural Halls
Philip De Pury Gallery
Donna Jones & Katie Tobin
The Hospital Club
Il Bottaccio
Commonwealth Club
Royal Courts of Justice
Beach Blanket Babylon
Lee Lapthorne
Carrousel de Louvre, Paris;
Espace Ephemere Tuilleries, Paris;
Bagleys Studios, King's Cross;
New Oxford Street Old Sorting Office;
Science Museum
Wren Solares
Battersea Evolution;
Old Truman Brewery
Regents Park Amphitheatre;
Royal Opera House
SUPPLIERS
Charlotte Clarke & Nina Ferguson
Britannia Row;
Entec Sound & Light
Frames;
PRG Europe
Suite FA
Donna Jones & Katie Tobin
Dish
DJ Nikki;
Firebird;
Meconopsis Films;
Will Strange Photography
Lee Lapthorne
Apple;
Doug Haywood;
Last Supper;
MDSA;
Michael Warren
Wren Solares
Aklass;
Event Hire Professionals;
Smart Hospitality;
TAO Productions;
You Know