HOW TO GET INVITED TO FASHION WEEK pt.1

Over the last few seasons, there has been a shift toward greater inclusivity and accessibility at Fashion Week that began with the downfall of extensive gatekeeping and a surge in public interest.

In the past, shows were not only held behind closed doors, they were reserved exclusively for buyers and executive clientele.

The first public fashion show is considered to be Thierry Mugler’s 1984 presentation, where individuals could purchase tickets to attend. In the 90s, Fashion began to gain eyes via runway screenings on networks such as FTV; however, it wasn't until the late 2000s, with the advent of social media, that fashion shows became widely accessible to the general public, leading to the democratization of Fashion Week and the birth of what we refer to today as “fashion influencer culture”.

In the present tense, once well-kept gates have opened, presenting both opportunities and challenges; a rise in publicity stunts and protests in 2023 left designers fuming and security scratching their heads.

It is interesting to note that the ascension of fashion (back) into a political space can be considered somewhat progressive – or rather, that progressive actors have rediscovered the runway as a stage for political theater.

HOW TO GET INVITED

Bring value to the function.

It only makes sense that savvy producers have a majority of the seatings allocated to industry professionals who promise a higher likelihood of engaging with the designer directly and in a financial sense:

• Buyers find themselves at the top of the food chain, which makes sense as the concept of The Runway Show originated primarily for their convenience.
• Relevant fashion councils and associations.
• The press, photographers, bloggers.
• Industry professionals (stylists, makeup artists, producers, and even rival designers).
• Public figures, celebrities, and influencers.
• The designers and models involved in the various shows (obviously).

If you are one of these people you have a higher likelihood of being invited to shows, as the allocation of a space in your name would have a higher likelihood of yielding a return.

While it helps to have a strong following, I can personally testify that courtesy is a key that opens many doors –

If you are not a fashion professional you may need to question WHY you wish to attend fashion week?

Are you an enthusiast, perhaps you have ambitions to participate but haven’t yet made the contacts necessary to get you through the door, and you don’t know where to start, fashion week can still be for you

• Apply online via official fashion week portals
• Find sponsors or participating designers/brands and message their press teams directly (contact information can usually be found on most official webpages).

Another tip is to sign up for newsletters. When visiting a designer’s website, you will often be prompted to sign up for a copy of their newsletter. It’s not uncommon for PRs to extend invitations to seasonal shows and special events to loyal customers who are already conveniently positioned on their mailing lists.

What if you get no positive responses? Sometimes things just don’t work out; you could give up or you could take the bold risk of stepping out and trying your luck.

You would be surprised at how far a polite smile and the right outfit can get you.

Of course all wise disciples know that the wide gates are often the most crowded and hardest to enter.

How to get in

Pt.2

Working at Fashion Week (Watch This Space)

Believe it or not, there are plenty of opportunities to work at fashion week, you just need to know how to look.