• Final Show x Berlin Fashion Week

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 during the event. The designers and organisers get in touch months before the event, plan everything down to the last detail, then PR agencies join in and finally the big day comes. Everything is there: customers, bloggers, editors, models and media representatives. In order for everything to be perfect, including marketing after the fashion show, some aspects have to be considered by the agency. If you have not yet planned a fashion show yourself or even just visited one, you will find all the important cornerstones for planning a fashion show with the help of a renowned agency – such as CM!

  • Highlight fashion show in summer: Berlin Fashion Week – The big closing show by CM.
  • The Interview with Stephan M. Czaja (Art Director): FWF Interview (FIV Magazine)
  • All photos: FWF Fashion Show (FIV Magazine)

Fashion Show Agency: The Concept

As a rule, however, every fashion show focuses on a few key points! At the end of the article you will find a complete checklist (do it yourself). First of all, 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 in the first concept?

Why should I hire an agency?

A fashion show is an extensive media event, so when planning a fashion show you have to think about a lot. In addition to the models, the location and the designer fashion, other elements play an important role. From the music to the lighting to the guest service, there are some points that can make a fashion show a complete success. One thing is particularly important here: a fashion show must convey a uniform image in which customers, bloggers, media representatives… arouse corresponding emotions in all guests as the models walk down the catwalk with the new fashion collection.

Every planning is made up of various factors, small and large. Organizing a fashion show is not that easy. Depending on the complexity of the project or the customer’s requirements, the organisation can stretch over days or months in the run-up to a fashion show, for example when complex stage sets are added. It’s about much more than just the show, it’s about: Offer preparation, organisation, moderation if necessary, music editing, show-optimised, model booking, arrival and departure plan, overnight stays (if necessary, desired), fitting check, Rehersal, choreography, contracts, customer agreements, dress rehearsal, flow charts, running plans, clothing protocol, handover at the end, customer meetings, model/customer interface, etc.

Fashion Show Basics: Needlist, Models & Choreography

Needed List – All details of planning / PR / Show in keywords

What does an agency need to consider when designing a fashion show concept? Together with the client, the representatives 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 recorded, which are necessary for a successful fashion show in the sense of the customer, for example a designer, advertising agencies or the PR-agency. Once all points have been clearly noted and details such as catering and rehearsal space have been considered, we as an agency prepare our kick-off meeting for the show. After that, the consultation, exactly tailored to the client, takes place in person or on the phone. In this meeting many things are defined more precisely, the models, the selection of the music, the staging of the show regarding styling and choreography, rehearsals, castings and much more are discussed.

This individual consultation varies, as described above, in intensity according to the client’s budget. After the consultation, we as a fashion show agency started the creation of the show concept and its presentation.

Model Casting – The perfect models and measurements for the fashion collection

Only after the presentation do the selection and casting of the models begin. Either an open casting starts, but as a rule a casting with pre-selection of the models. (Casting invitations will only be sent to models who correspond to the corresponding type.) Following a fitting of the models takes place. Here the selected models try on the collection outfits and the individual stylings are adapted exactly, usually by a fashion show agency stylists or a specially commissioned stylist. The agency also takes care of the music and adapts it. More about the perfect casting process can be found here:

Choreography – A detailed planning of the single “pictures” (scenes) with music

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 presented, the DJ 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 has to be coherent. Music is generally very elemantar for a successful fashion show, because music obtains emotions and a certain atmosphere, which influences the entire show. On Youtube you can already find optimally arranged playlists for catwalks and fashion show videos. You can find more about the different running styles in the article:

The choreographer designs “pictures” for this purpose. In other words, he thinks about how the models act at the fashion show. It makes a big difference whether it is, for example, Haute Couture & Pret-a-Porter or a fitness fashion show at a sports fair. Depending on the environment, location, audience and customer, individual scenes are created to optimally present the fashion collection. The show has to be staged in an exciting way so that the spectators, no matter if row 1 or row 8 are enthusiastic and talk about the fashion afterwards.

Preparation of a fashion show: Planning, marketing and PR

Public Relation – We inspire the right people from the label

When planning a fashion show, the organizer (agency or Do It Yourself) should clarify some questions in advance. For a perfect fashion show, possible problems in the run-up should be invalidated so that the designer and his helpers can devote themselves to their own tasks on the big day.

First, an exact date for the fashion show should be planned. It should be noted that no other major event will take place in the surrounding area on the desired day. Otherwise there could be competition and potential interested parties of the fashion show might not appear at the fashion show due to time reasons or priorities. The holidays and holiday season should also not be ignored! A calculation should be made at which times most visitors can be expected, similar to the measurement of TV ratings. The function of the press work must be secured, i.e. when, where and to what extent the fashion show should be reported. Further advertising measures such as poster advertising etc. must be considered and the invitations organised and printed. This raises the question of which persons receive an invitation or are placed on the guest list.

We recommend to organize such large events always with a lead time of at least 4 months. So there is enough time to invite important people like VIPs, bloggers and media representatives.

The Show – Location & Guests of the Fashion Show

The target group of the fashion show and thus of the collections presented must be clearly defined. For the booking of the location, the maximum number of visitors should be determined afterwards. The location should be adapted to the fashion designer and the style of his fashion collections. The designer’s vision is not only conveyed by the collection actually presented, but also by the atmosphere of the location. An elegant Red Carpet design, for example, fits better into an exquisite noble location than into an urban underground club. The technical equipment has to be checked so that defects are not only detected on the day of the fashion show. The staff must be booked, for example for drinks, the music system, the lighting technology or the wardrobe. Finally, the way in which the tickets are distributed to the guests must be thought through. In other words, are there advance ticket sales, invitations or reservation options? And how are the guests informed about the various purchase options? For the press, additional seats must be reserved and photographers must be given the opportunity to take organized photos.

Directions & Reception – Welcome to the fashion show

During the selection of the location it must be clarified which possibilities there are for the public to get to the location. In other words, are there enough parking spaces? How is the connection with public transport? The reception at fashion shows is an important starting point for the entire event. Here the guests notice whether the fashion show has been well organised. Each guest must be greeted exclusively, for example in the form of a champagne in the foyer and a note about the cloakroom. If international guests will be on site, the welcome and the moderation must be in different languages, at least in English. The duration of the moderation should be perfectly adapted to the show and the designer’s vision in advance.

Rehearsal – Final dress rehearsal for all models of the fashion show

Duration & Models – Casting, Choreography and Sequence

Of course, the fashion show must be timed in advance, i.e. the fashion show is structured and the duration determined. The structure offers a guideline that all participants should adhere to. Of course there can 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 usually a large model casting takes place. The models are selected according to certain criteria. The so-called fitting takes place close to the fashion show. The models try on the different outfits from the collection to be presented. It is determined which model presents which outfit. Once this has been clarified, the models begin to train the desired choreography and running 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 has to go very fast. The choreography on the catwalk is determined and rehearsed in advance. Make-up artists, stylists and dressers are organized.

Continuing Organization – The dress rehearsal for the management

After the fashion show is over, guests will be asked if and where they can purchase the designs shown. These questions should be clarified during the organisation of the fashion show. Will there be a sale after the fashion show? How will the guests be informed? Are there enough fitting possibilities? What should be the procedure?

The course of the show – from the opening to the end

In a fashion show, the selected models enter the catwalk in a certain order, after a certain choreography. The designer can unfold 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 final model functions as an important element of the fashion show. This usually presents the highlight of the designer collection. The audience includes press, buyers and celebrities, as well as fashion bloggers and fashion enthusiasts. 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 behind the stage under time pressure. The choreography must not be interrupted. On the catwalk the models don’t notice the backstage stress, they run unimpressed and resting in themselves across the catwalk.

7. press work – After the show is before the show!

Here we go, PR! Ideally, detailed lists with contacts to 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 or the day after. The magic of a fashion show can quickly go out when the next big fashion week begins in Milan, New York or Paris. The easiest way is to place your own fashion show in online magazines. It is a bit more difficult to get into the big magazines like Vogue, Harper’s Bazaar & Co. That’s why we recommend not only planning the fashion show months in advance, but also the PR planning for the fashion show!

Checklist fashion show – overview of the procedure

In general, the following points are to be worked out:

  • Project planning
  • Offer creation
  • Model Casting
  • Music editing
  • choreography
  • Model Booking
  • rehearsal
  • Showdays
  • Moderation
  • Catering
  • Contracts
  • Customer meetings

Then there are many individual details, depending on the size of the show, location, duration, etc. Of course also many details for models, helpers, organizers, customers, and much more. Details like:

  • Interface Model/Customer
  • Dress info for models
  • Backstage behavior
  • Arrival and departure plan
  • check fitting
  • Overnight stay
  • Times
  • General rehearsal
  • Procedure plans
  • Running plans
  • Clothing protocol
  • Transfer at end

CM Agency: Castings for your fashion show

Our casting agency for actors provides a reliable Germany-wide research network for Munich, Hamburg, Berlin, Düsseldorf and Cologne. Model castings always arrange the best selection for your next fashion show! As project managers, we are always at your team’s side, whether it’s the first casting or the final fashion show in the store. Your complete satisfaction and that of the event team is our greatest asset in the search for fashion models. Guaranteed smooth processes behind the scenes. We attach great importance to consistent quality and development potential. Together we achieve high-quality, representative results that will convince your brand. Our job is the perfect cast.

More about Fashion & Castings

On live or e-castings you will not only find the ideal cast. Your event is just as good as a digital marketing campaign: Models wanted!

Highlight Fashion Week: Photos

  • Highlight fashion show in summer: Berlin Fashion Week – The big closing show by CM.
  • The Interview with Stephan M. Czaja (Art Director): FWF Interview (FIV Magazine)
  • All photos: FWF Fashion Show (FIV Magazine)