HOW MUCH DOES A RUNWAY SHOW COST?

​Nowadays, fashion shows are easily accessible to anyone. In a few clicks, you can find yourself catapulted into a completely different reality, an almost extra-terrestrial atmosphere dominated by a spectacular setting. Many people share the desire to take part in one of the fascinating fashion shows. Everyone can become part of that inaccessible world by merely holding their smartphone in the palm of their hand. At first glance, clothes are the focus of the fashion show. Still, they are often so captivating because they are presented in a specially created context.

The first fashion shows date back to the beginning of the 18th century.  They happened on the street, a place of vital importance where designers identified new trends while preserving the upper middle class and nobility. Charles Worth decided to start showing his fashion collections to a circle of a select few. His first fashion shows took place in his Parisian atelier. At that time, the use of living models to display clothes was a new and brilliant invention. A few dozen chairs were enough to offer the selected audience the opportunity to participate in a truly exclusive event.

The concept of exclusivity in fashion has enormously evolved, and fashion shows aim at presenting the new collection mirroring both the designer's ideas and the brand vision. Fashion events now happen in an artificial environment, very often, far from the minimalistic set of 19th-century Parisian ateliers.

Today, anyone can virtually participate in the most beautiful and exclusive shows. Still, a tiny selected audience can be physically present in these lavish events. Although the guests' circle is well restricted, the cost for setting up a show is often a six-digit number. Depending on the brand's economic possibilities and the artistic, marketing, and communication choices made, a US-based show can cost, on average, between $10,000 and $300,000. Many of these figures could make your head spin, but there is no limit to creativity. Every inch of the chosen venue must be in line with the collection. Therefore the designer's artistic vision becomes tangible and captivating from every point of view.

The budget dedicated to the fashion show is divided depending on the designer's artistic vision and desires. The venue hire, and especially the set design, can increase the cost of the fashion show. Indeed, according to the designer's venue choice, customisation costs can skyrocket.

First and foremost, the designer has to choose the location. This step can look easy, but spotting the perfect place is fundamental to delivering the ideal experience. Many cool venues in the "big four" fashion capitals (Milan, New York, London, and Paris) have high hiring fees. For example, in New York, hiring a small space won't cost less than £15,000, and choosing a more prominent place can cost anything between $50,000 to $100,000. This sum generally includes complimentary setup and use of sound and lighting equipment.

An excellent location without a fabulous setting is not enough to stand out in Fashion Week, a jungle of creativity and glitz aimed at capturing the attention of thousands of people. The designer Christian Siriano stated that each of his shows cost between $125,000 and $312,000. He demonstrated that the most considerable portion of the budget is generally dedicated to set design. This element gives the fashion show a personal note and can be so majestic as to put the competition aside.

For example, Chanel independently produces the setting of its shows, and it's one of the leading brands in set design creativity. Indeed, every fashion shows the brand transports its guests into a surreal reality where the human eye remains in ecstasy, admiring the detailed setting. Thus they make the Grand Palais, the brand's favourite venue, a new world perfectly mirroring the collection's mood. For its Chanel cruise 2018/2019, Karl Lagerfeld commissioned a 148-meter long boat called La Pausa, using the name of Coco Chanel's villa on the French Rivera. The installation of this full-sized boat took a whole month of work inside the Grand Palais, which was then renewed by this Parisian brand's will after a donation of $40 million. On another occasion, the German-born designer ventured his imagination by setting up a sort of egg-box structure.  This setting cost $1.7 million, on a human-made island in Dubai, which Chanel used as a catwalk for its pearl-themed collection in 2015.

What happens to the costs if you choose a ready-made location but with great charm? In this case, Fendi stands out in the list of brands that have managed to win a breath-taking location for their fashion show, always driven by the eclectic German designer. Fendi set up its S/S 2008 fashion show along the Great Wall of China, ensuring the longest runway's title in the world. Despite the minimal setting, compared to the artistic extravagances loved by Lagerfeld, on that occasion, the Italian brand spent $10 million well to have the show hosted in that unique location.

On the other side, not every designer wants a spectacle. The trend of an immersive experience with a spectacular production is not for everyone, so many different elements can contribute to making the right atmosphere of the show.

The Head of Production Etienne Russo "Spectacle is not for everybody. It's all about doing the right thing, finding a balance and properly doing things".
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Indeed, the creative concept can also take life in the form of other elements such as makeup and hair, the choice of models, invitations, and lightning. Modelling casting drains a considerable part of the fashion show's budget. What would a spectacular set design be without someone to animate it? The models allow the public to observe the outfits already on a moving body. Still, they are often those who make the MIV (Media Impact Value) generated by the show increase. For this reason,  is why casting directors, like Piergiorgio del Moro, carefully choose the line-up of models that will populate the catwalk.
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An excellent location without a fabulous setting is not enough to stand out in Fashion Week, a jungle of creativity and glitz aimed at capturing the attention of thousands of people. The designer Christian Siriano stated that each of his shows cost between $125,000 and $312,000. He demonstrated that the most considerable portion of the budget is generally dedicated to set design. This element gives the fashion show a personal note and can be so majestic as to put the competition aside.

For example, Chanel independently produces the setting of its shows, and it's one of the leading brands in set design creativity. Indeed, every fashion shows the brand transports its guests into a surreal reality where the human eye remains in ecstasy, admiring the detailed setting. Thus they make the Grand Palais, the brand's favourite venue, a new world perfectly mirroring the collection's mood. For its Chanel cruise 2018/2019, Karl Lagerfeld commissioned a 148-meter long boat called La Pausa, using the name of Coco Chanel's villa on the French Rivera. The installation of this full-sized boat took a whole month of work inside the Grand Palais, which was then renewed by this Parisian brand's will after a donation of £40 million. On another occasion, the German-born designer ventured his imagination by setting up a sort of egg-box structure.  This setting cost $1.7 million, on a human-made island in Dubai, which Chanel used as a catwalk for its pearl-themed collection in 2015.

What happens to the costs if you choose a ready-made location but with great charm? In this case, Fendi stands out in the list of brands that have managed to win a breath-taking location for their fashion show, always driven by the eclectic German designer. Fendi set up its S/S 2008 fashion show along the Great Wall of China, ensuring the longest runway's title in the world. Despite the minimal setting, compared to the artistic extravagances loved by Lagerfeld, on that occasion, the Italian brand spent $10 million well to have the show hosted in that unique location.

On the other side, not every designer wants a spectacle. The trend of an immersive experience with a spectacular production is not for everyone, so many different elements can contribute to making the right atmosphere of the show.

The Head of Production Etienne Russo "Spectacle is not for everybody. It's all about doing the right thing, finding a balance and properly doing things".

Indeed, the creative concept can also take life in the form of other elements such as makeup and hair, the choice of models, invitations, and lightning. Modelling casting drains a considerable part of the fashion show's budget. What would a spectacular set design be without someone to animate it? The models allow the public to observe the outfits already on a moving body. Still, they are often those who make the MIV (Media Impact Value) generated by the show increase. For this reason,  is why casting directors, like Piergiorgio del Moro, carefully choose the line-up of models that will populate the catwalk.