Fashion Shows

A show lasts fifteen minutes. All the work goes into making sure those fifteen minutes run exactly as planned, in a venue never designed to hold a runway, a control desk and a hundred seated guests.

The location comes first

Marrakech offers settings few cities can match: eighteenth-century riad courtyards, walled gardens, terraces open onto the Atlas, palaces with considerable volume. None of them is equipped. Scouting is therefore as much about very practical questions as it is about the image.

• Available power supply, and whether a generator is required
• Access for unloading technical equipment
• Usable dressing-room space immediately beside the runway
• Noise curfews, particularly inside the medina

Light builds the silhouette

This is the most decisive element of a fashion production, and the most often underestimated. Badly placed light flattens volume, shifts the colour of a fabric and makes the photographs unusable. We bring a lighting designer in at the scouting stage, not on the build day.

Backstage sets the timing

A show is won in the wings. The number of passes, the changing time, the running order, the dresser assigned to each model: all of it is written down and rehearsed. One badly anticipated change creates a thirty-second gap on the runway, and thirty seconds of empty runway is visible from very far away.

Press and seating

The front row is not a question of prestige, it is a question of sightline and image quality. We place photographers according to the light and the direction of travel, then press and guests around them. Doing it the other way round produces beautiful photographs of backs.

“Fifteen minutes of runway take two days of build and six weeks of preparation.”

Our production reality

Emerging designer, established house or launching label: let us talk about your collection and the setting that will serve it best. Scouting can begin very early.