Fashion week is the number one event for the who’s-who to be seen and photographed at. The spotlight dons for 4-5 days and what they’re wearing, who they’re seeing and where they’re sitting is all heavily scrutinised. If not by the individuals themselves, but the media surrounding.
For most people not invested in fashion, the thought of fashion week seems somewhat of a mythical tale conjured by fashion magazines and street style blogs. Who are these people? What are they doing and should I really care about what they’re wearing?
No. Not really.
But for those who are invested, you’re probably itching at your feet to score yourself a piece of the pie.
In terms of actually getting a ticket you either have to be someone famous, an industry elite, media representative or a good damn friend of the designer. You can “pay” for tickets to MBFWA but they don’t get you anywhere near the front.
Once you get a ticket though, the seating chart is your next predicament. Both the designers and PR team sit down and coordinate who sits where. It used to be done with post-it notes but now there is a computer program which electronically generates the chart based on the individuals ‘title’ in the system. Of which they can then drag and drop as they wish.
Kelly Kutrone famously once said ‘if you’re not in the first three rows, go home’ but that doesn’t have much relevance here in Australia. Basically because there is only about 3 rows to begin with.
As a general rule of thumb, bloggers and celebrities are purposely placed in the middle for PR purposes. The designer’s photographers are able to get plenty of imagery featuring all the top celebs sitting front row, and in return the bloggers can get suitable imagery of the designs on the runway for their own sites.
Magazine editors, famously Anna Wintour, prefer to sit at the end of the runway as it provides just that little bit extra time to look at the designs as the models turn around and a quick exit post-show.
The buyers are also sporadically spread out between the first two rows with the general media guests sitting behind. The buyers are actually going to purchase the clothes where the media are just there to report on the clothes. The designer will also look at which buyers are attending and place their favourable retailer in a preferential position.
For most individuals, just getting through the doors is enough, but there are still some people out there who will refuse an invitation if they find out they’re not sitting front row.
Classic snobbery at its finest, but hey, that’s fashion politics for you.