With last week’s end of L.A Fashion Week and Japan Fashion Week kicking off to a great start this week, I thought it would be interesting to get an inside perspective of what producing a fashion show is really like. This week I had the opportunity to get a behind-the-scenes peek at fashion week from an industry insider, event producer, Brittney Escovedo. Get the inside scoop below!
What company(s) do you or have you worked for?
I work for Seventh House, which is a fashion PR and event production firm.
What is your formal job title?
Production – Events and Lifestyle Assistant
How many years have you worked in the industry?
How many Fashion Weeks have you worked?
What exactly does an event producer do for Fashion Week?
We are responsible for everything from the conception of the fashion show to design and everything in between. We provide casting director options, stylist options, musical direction (whether that may be a dj or live performance), décor, lighting, sourcing a hair and make-up team, supplies for the show, seating cards, etc.
How far in advance do you start working on events before the actual event date?
It depends on the client and the scale of the event. Anywhere from a year in advance to 30 days in advance.
What does a Fashion Week ‘day’ look like?
A day during fashion week is a whirlwind… there are castings taking place, which is when models are fit in the clothing, full body photographs are taken and then placed on a model board. Later when model options are sent out then the exact look for each model will be decided upon. Simultaneously, the stylist is working on the looks and determining the appropriate accessories, while the hair and make-up team is working on the test look. All the elements are inspired by the season’s inspiration/theme.
What is your favorite part about planning and facilitating shows and events?
For a fashion show, it is when everyone is seated, the lights go down and the show is getting ready to start. That is when is it all worth the blood, sweat, and tears. For an event, it would be when it’s over and the client is happy with the overall outcome and again that is when you know that it was all worth it.
What is one of your favorite shows you’ve worked on and why?
Odd Molly SS12 – it was very unique and we were able to really think outside of the box and create something beautiful in a limited space. We transformed what was a simple 50 x 50 black box and brought it to life, creating a garden feel with lush red roses, greenery and bright red apples.
My second favorite show would be the Erickson Beamon FW12 show. I love music and we had The Citizens Band perform and brought in a full stage, set, and truly created a 1920’s Parisian supper club. It was incredible and you felt that you were back in that time period, again in another limited space.
What is one of the most challenging fashion week events you worked and why?
My first fashion week season because I didn’t have any experience; it was the most shows and events I have ever done in a week. We had 17 shows and events in maybe five days.
What are five tips you can give about working Fashion Week?
1. Have integrity in your work
2. Give all that you have to offer, 100% of the time
3. Cultivate relationships and be fair to other people
4. Respect your client, despite how you feel about his or her ideas/position
5. Always be willing to do anything that you would ask someone else to carry out
What is your favorite part about Fashion Week?
The chaos of it all.
Not sure, I love what I do… maybe dealing with the money because of the recession, budgets are quite small and limiting for designers. However, despite the limited budgets, we still work hard to satisfy the client and execute a beautiful show and/or event.
*This interview has been condensed and edited.