In this module, we will delve into the process of organizing a successful fashion show. Using this knowledge, you will be able to define a compelling, cohesive fashion show concept and effectively manage the production process as a collaborative team.

1. Defining the Concept

A fashion show concept can be summarized through its theme, audience, and personnel (see essential elements). A cohesive plan and design ensures that each of these elements is carefully considered and guides decisions concerning logistics, creative direction, and engagement strategies. The following steps outline work from module 1 and connect those efforts to the path forward in fashion show planning. Following these steps will help your team create a cohesive plan and design.

2. Developing a Mood Board

Mood boards are standard communication tools in the apparel industry.^[2] Creating a mood board serves as a guide for all teams to cohesively make decisions that contribute to a successful fashion show. Mood boards typically include a compilation of visuals and sometimes text that communicates a message quickly for frequent reference.

Images, colors, textures, and patterns are strategically chosen to reflect and amplify the intended mood. Module 4.3 includes some resources for design, but at this stage, do not feel obligated to create a flawless design. The goal is to communicate a message to your team quickly and impactfully, not to impress or build a reputation as is the goal with promotional materials.

A mood board for a fashion show element serves as a touchstone for creative and planning decisions, ensuring cohesion across all aspects of the fashion show. It acts as a unifying thread, connecting the visual elements, thematic components, and overall ambiance of the event. The following steps are helpful if you are unsure how to start generating mood boards.

3. Production Management

Hover on each icon below to see when this book will cover the topic for each stage of production from concept to execution. Click to go to the link within the book for each milestone.

Establishing a Production Schedule

Production is a complex and challenging feat of teamwork. A schedule provides a roadmap for all committees and individuals to follow so that everyone stays on the same path. The schedule includes the milestones leading up to the show and the day of the show. This ties the production schedule to time management, organization, resource management, communication, quality control, guest experience, external and internal collaborations, and all the interconnections between them.

A fundamental responsibility of this level should be supported by a committee. The Program Committee has a focus on the overall guest experience, but their responsibilities extend to a show day timeline, seating, and ticketing. Creating a positive, inclusive, accessible, safe, and memorable experience for guests requires creating an environment that achieves that for personnel, too. This committee serves the team by creating resources for show’s events, such as a timeline, that will be used by collaborators, guests, and external partners alike.

While timelines may be simple lists or presented as an infographic, the most crucial aspect is that it is easy to process and use quickly. Assigning tasks and coordinating deadlines are much swifter and more effective when working off of a shared set of milestones. Project management tools are readily available for free, and some strategies may also be applied using pen and paper. These resources are detailed in Module 3.3 and cover how and why tracking progress and adhering to a schedule can make production smoother from start to finish.

Venue Selection and Production Budgeting

The venue and budget for a show are the cornerstones of its theme. While this makes them exciting to plan and decide, it also makes them critically important for logistical and practical considerations.  The practical aspects of the venue, such as its size, layout, and accessibility, determine the production vision regarding the runway, backstage area, seating for the audience, and other logistical requirements. Proximity to transportation and parking facilities is also important. The budget allocated for the show needs to cover expenses related to the venue, often the largest and always the most important production expense. If there is not a place to have a show, there is no show.

Depending on the size of the show, it makes sense to align budgeting with the committee also responsible for the venue. The Venue Committee has a focus on venue contract fulfillment and decor. This ensures that budgetary considerations are holistic and centered on the venue as a primary expense. Additionally, the Venue Committee will have the strongest familiarity with venue restrictions related to decor, so they can create layout plans, decorate the venue, ensure contract fulfillment, and manage seating, lighting, and music following the venue’s policies.

Selecting the right venue and managing production budgets is easier when aligned with a clear vision. A cohesive theme guides venue selection and this cohesion supports efficient budgeting for decor and other aspects of production. Assess the venue’s capacity to comfortably accommodate the anticipated audience, runway, and backstage area. Consider the venue’s style and ambiance, ensuring it complements the theme. Choose a site with convenient access, proximity to transportation, and alignment with the target audience. Finally, conduct a detailed cost analysis to ensure the venue fits within the allocated budget, factoring in rental fees, additional services, and any potential hidden costs. Safety and space considerations are covered in Module 3.5 and methods for creating budgets are included in the Appendix.

Personnel Staffing and Communications

As you will remember, personnel are an essential element for fashion shows. Identifying, communicating with, and supporting personnel is imperative. Clear and timely communication fosters a collaborative environment, minimizes misunderstandings, and allows for swift problem resolution. Some personnel communication will be more approachable, like communicating among production team members. However, communicating clearly with models, designers, and external collaborators is just as important.

A centralized committee focused on streamlining communication and support for personnel can reduce production complexity and the risk of misunderstandings. The Collaborator Committee has a focus on model and designer connections as well as internal partnerships, such as cross-campus collaborations. This ensures a cohesive and collaborative approach to data management, scheduling, and information flow across internal stakeholders.

Staffing and management needs for personnel expand to various roles, such as models, designers, make-up artists, and volunteers. As an academic fashion show, we have the opportunity to connect with various resources, including fellow students, across majors and colleges. Managing connections and relationship information for events requires careful dedication and attention. Some tools for tracking this data, especially garments and designer forms, are detailed in Module 5.2.

Design and Creative Direction

A fashion show’s identity and narrative are communicated through careful curation of design elements, ranging from the runway setup to lighting, sound, and overall aesthetics. An immersive and impactful experience is how the target audience interacts with the theme. The fashion industry thrives on innovation and aesthetics, and the design choices made for a fashion show decide the fate of brands, designers, and individual pieces. Every detail reflects the artistic vision, so intentional alignment with the theme and other collaborative efforts is indispensable for a memorable fashion show experience.

A cohesive and aesthetically compelling show is a critical and challenging task. The focus of the Aesthetic Committee is a cohesive show design, and so they support the production team’s efforts to craft a visually appealing and unified show by designing and managing visual concepts, especially the run of show. Prioritizing aesthetics through a dedicated committee serves to enhance the overall appeal and impact of the show, contributing to a more immersive and memorable experience for the audience.

Visualization tools, such as brand kits and color stories, help articulate and refine the desired aesthetic direction collaboratively. Collaboration and communication are most creatively important for the aesthetic committee. Conducting trend analysis and creating color palettes are just a few ways that this committee can serve the team to support a visually captivating and harmonious fashion show. Some resources are available in Module 4.3, Module 5.2, and the Appendix.

Marketing and Public Relations

Marketing and promotion through public relations serve as essential components in building awareness, fostering a positive event and program image, and engaging with the target audience. Effective marketing strategies help promote the event, attract attendees, and generate excitement. Social media, email campaigns, and traditional print advertising are just a few options that ensure that the fashion show reaches a broad audience and contributes to the event’s credibility. A cohesive narrative, established early and carried through, elevates the event’s visibility, and establishes a strong connection with current and future audiences, ultimately contributing to the overall success and longevity of the fashion show as well as the guest experience.

Establishing a dedicated committee for marketing allows for a more focused approach that simultaneously builds a more connective event experience. The Outreach Committee is dedicated to marketing and building a community across production collaborators and the target audience. Social media, advertising, and external partnerships such as with sponsors or other entities outside of campus are managed by Outreach.

Effective marketing strategies and techniques vary by platform, theme, and target audience wants and needs. For example, it is important to remember that many attendees may not have access to or interest in social media, so multiple communication channels are imperative. However, social media campaigns are expected in credible shows, so a good strategy there is just as important (see Module 4.2). Outreach has the opportunity to identify and secure funding and donations, with strategies for this depending on the target audience, too. Some helpful resources on communicating professionally with external partners in Module 4.4 will be useful for any of these approaches.

Event Impact and Longevity

The overall success and sustainability of the show as an annual event extends beyond a single successful night. The impact of a fashion show resonates not only through the immediate reactions of attendees and impactful promotion but also in its lasting influence on the program’s image and standing. A well-executed show and its clear documentation establish the show as a scholarly, skill-building experience that attracts more credibility for your program and future students. The longitudinal success of the show fosters enduring relationships with industry professionals, sponsors, and attendees, creating a sense of anticipation for future shows. 

The Archive Committee serves the show’s legacy and documentation, focusing on the vital aspects of preserving the fashion show’s history and ensuring its enduring impact. The committee meticulously curates a comprehensive archive that may encompass alumni relations, behind-the-scenes records, and documentation of the production process. Inclusive and accessible media, such as photographs, videos, and/or written records capture the essence of each fashion show but also communicate the continuing influence by connecting past, present, and future productions. This has the potential to foster a sense of continuity and anticipation for the show’s continued impact in the years to come.

As an exceptional interconnected committee, Archive members will find content creation (Module 4.3) and data management (Module 5.2) indispensable resources. While the committee has the autonomy to choose its approach, there should be continuity and story-building that carries through year-to-year. This challenge is as important as choosing a theme for a single show. Revisit Module 1 to consider how and why this narrative should be created.

Leadership and Etiquette

The work environment dictates collaboration, professionalism, and the overall experience of show production. That environment is created by leadership and etiquette. Effective leadership ensures a cohesive vision, guiding teams through the intricate planning and execution phases. A strong leader supports creativity, navigates challenges with resilience, and fosters a positive and productive work environment. Etiquette establishes a culture of respect and consideration, creating an atmosphere where everyone feels valued and understood. The successful incorporation of leadership and etiquette demonstrates a harmonious and efficient production, leaving a lasting impression on both personnel and your target audience.

Each committee needs a leader to streamline communication, especially in collaborative activities. A leader must consider every individual’s needs for autonomy, competence, and relatedness^[3]. Fulfilling these needs makes everyone’s experience more positive, but also increases motivation. Directors should make space for every member to feel they contribute to decisions, that each member is capable of contributing positively, and that each member belongs and is wanted on the committee. Creating this atmosphere for the full team across all committees and supporting the success of interconnected projects, especially those not directly related to a Committee Collaboration, is the Production Committee. This committee also summarizes and reports activities to maintain a scholarly environment and supports directors in their committee leadership roles. Module 1.4 and Module 3.4 both have information that can help guide team members in leadership roles.

Activity 2. Element Mood Board