Access All AreasAs another Fashion Week comes to an end, Unique Venues of London chair Moya Maxwell highlights how to turn an historic or unusual venue into the ideal place to host a catwalk.
It’s the time of year when the summer dresses disappear into the depths of the wardrobe and the coats resurface. The new season, as ever, is welcomed with a flood of fashion shows around the world and in our capital, like London Fashion Week (LFW), which is currently underway.
Of course, for a show-stopping catwalk or activation, the site must be special. Historic landmarks and unusual venues come with an array of picture-perfect photographic opportunities, with features including high-ceilings, plenty of natural light, arches and pillars. It is spaces like this that guarantee the all-important ‘money shot’, matching the designer to the stunning unique backdrop will ensure the photos are showcased not just in the fashion press, but also in the nationals. Just imagine how fabulous the latest collections will look within the setting of an art gallery, museum or landmark.
These shows are on a tight schedule and must work in time with the LFW timetable. It isn’t just the audience that needs to be accounted for but also the entourage that comes with a fashion show. Backstage must be meticulously planned to accommodate the clothes, dressers, hair-stylists and make-up artists. For example, models have no more than three minutes to change, so these areas must be near the main stage.
Yes, fashion shows are fun and creative, but equally time-consuming and hard work, which is why any organiser should work closely with the experienced events team at the venues, who know the logistical requirements and how to make the most of their event space, to create an unforgettable fashion extravaganza.
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Moya Maxwell, chair, Unique Venues of London