Fashion show agency: For big shows

Fashion show agency – Before a fashion show can take place in Berlin, Hamburg or Munich, a lot of things have to be planned and organized. Each fashion show is unique – we as an agency make sure that nothing goes wrong during the process. The designers and the organisers contact each other months before the event, plan everything down to the last detail, then PR agencies are added and finally the big day arrives. Everything is there: clients, bloggers, editors, models and media representatives. To make sure that everything really is perfect, also in the marketing after the fashion show, some aspects have to be considered by the agency. If you have not yet planned a fashion show yourself or even visited one, you will find all the important cornerstones for planning a fashion show with the help of a renowned agency – like CM!

Highlight fashion show in summer:

Best Practice: Berlin Fashion Week Final Show by CM

Fashion show Agency: The concept

But as a rule, every fashion show focuses on a few key points! At the end of the article you will find a complete checklist (do it yourself). First of all, we’ll take a more general look at what the most important points of a fashion show are and answer the question why an agency is extremely helpful for planning and what do you need to keep in mind for the first concept?

Why should I hire an agency?

A fashion show is an extensive media event, so when planning for a fashion show you have to think about a few things. In addition to the models, the location and the designer fashion, other elements play an important role. From the music, to the lighting, to the guest service, there are some points that can make a fashion show a complete success. One thing is especially important: A fashion show must convey a consistent image, where customers, bloggers, media representatives… arouse corresponding emotions in all guests when the models walk the catwalk with the new fashion collection.

Each planning is based on different factors, both large and small. Organising a fashion show is not so easy. Depending on the complexity of the project or the client’s requirements, the organisation of a fashion show can take days or even months, if, for example, complex stage sets are added. This is about much more than just the show, it is about:

  • Offer preparation, organization
  • Effect and show
  • Model casting and booking
  • Plan of arrival and departure, overnight stays (if necessary, desired)
  • Check fitting, Rehersal, choreography
  • Runway music editing, show-optimized
  • Moderation, if necessary
  • Contracts, customer agreements
  • General rehearsal, schedules, flowcharts
  • Clothing protocol, handover at the end
  • Client meetings, et cetera, et cetera

Fashion show basics: Needlist, Models & Choreography

Needed list, castings, models, choreography, music, electrics, seating, atmosphere – There are many factors that have to be taken into account in the run-up to a fashion show.

Needed List – All details of the planning / PR / show in headwords

What does an agency have to take into account when developing a concept for a fashion show? Together with the client, the representatives of the fashion show agency create a so-called “Needed” list (in short, a classic requirements or todo list). In this first briefing, all the important points that are necessary for a successful fashion show in the interest of the client, for example a designer, advertising agencies or the PR agency, are recorded. When all points have been clearly noted and details such as catering and rehearsal room have been considered, we as an agency prepare our kick off meeting for the show. After that, the consultation takes place in person or on the phone, exactly tailored to the client’s needs. In this meeting, many things are defined more precisely, the models, the choice of music, the staging of the show regarding styling and choreography, rehearsals, castings and much more is discussed.

As described above, this individual consultation varies in intensity depending on the client’s budget. After the consultation we started as a fashion show agency to create the show concept and its presentation.

Model Casting – The perfect models and dimensions

Only after the presentation the selection and casting of the models begins. Either an open casting starts, but usually rather a casting with pre-selection of the models. (Casting invitations are only sent to models of the appropriate type). Afterwards a fitting of the models takes place. Here the selected models try on the collection outfits and the individual stylings are adapted exactly, usually by a fashion show agency stylists or a specially commissioned stylist. The agency also takes care of the music and adapts it. More about the perfect casting process can be found here:

Model Training – Runway Skills

Choreography – planning of the individual “pictures” (scenes) with music

The fashion show music is also usually taken care of by the fashion show agency, in some cases the client also takes care of it himself. The music cut is presented, the DJ takes care of the beat optimization and adapts it exactly to the choreography of the fashion show. This is important, because the entire staging of the fashion show has to be consistent. Music is generally very elementary for a successful fashion show, because music conveys emotions and a certain atmosphere that influences the entire show. On Youtube you can find already optimally arranged playlists for catwalks and fashion show videos. You can find more about the different running styles in the article:

The choreographer creates “images” for this purpose. That means he thinks about how the models act at the fashion show. It makes a big difference whether it is, for example, haute couture & pret-a-porter or a fitness fashion show in the context of a sports fair. Depending on the environment, location, audience and customer, individual scenes are created to present the fashion collection in the best possible way. The show must be excitingly staged so that the spectators, whether row 1 or row 8, are enthusiastic and talk about fashion afterwards.

Preparation of a fashion show: Planning, marketing and PR

Planning, marketing and PR – the core element for the day after:

Public Relation – We inspire the right people from the label

When planning a fashion show, the organizer (agency or Do It Yourself) should clarify some questions in advance. For a perfect fashion show, possible problems should be eliminated in advance so that the designer and his assistants can explicitly dedicate themselves to their own tasks on the big day.

First, an exact date for the fashion show should be planned. It should be noted that there is no other big event in the area on the desired day. Otherwise there could be a competition and possible interested parties of the fashion show might not show up for the fashion show due to time constraints or priority setting. The holidays and vacation time should also not be disregarded! A calculation should be made at what times most visitors are expected, similar to measuring TV ratings. The function of the press work must be secured, i.e.: When, where and to what extent should the fashion show be reported. Further advertising measures, such as poster advertising or similar, must be considered and the invitations must be organized and printed. This raises the question of which persons will receive an invitation or be put on the guest list.

We recommend to organize such big events always with a lead time of at least 4 months. That way there is enough time to invite important people like VIPs, bloggers and media representatives.

The show – location & guests of the fashion show

The target group of the fashion show and thus the collections presented must be clearly defined. For the booking of the location the maximum number of visitors should be determined afterwards. The location should be coordinated with the fashion designer and the style of his fashion collections. The designer’s vision is not only conveyed by the actual collection presented, but also by the atmosphere of the location. For example, an elegant red carpet design fits better into an exquisite noble location than into an urban underground club. The technical equipment has to be checked so that defects are not only discovered on the day of the fashion show. The staff has to be booked, for example for drinks, the music system, the lighting or the cloakroom. Finally, it must be thought through how the tickets will get to the guest. In other words: Are there ticket sales, invitations or reservation options? And how are the guests informed about the various purchase options? For the press, additional seats must be reserved and photographers must be given the opportunity to take organised photos.

Directions & Reception – Welcome to the fashion show

During the selection of the location it has to be clarified which possibilities there are for the audience to get to the location. In other words: Are there enough parking spaces? What is the connection with public transport? At fashion shows, the reception is an important entry point for the entire event. This is where the guests notice whether the fashion show has been well organised. Each guest must be given an exclusive welcome, for example in the form of a sparkling wine in the foyer and a note on the cloakroom. If international guests will be present, the greeting and the moderation must be in different languages, at least in English. The duration of the moderation should be perfectly adapted to the show and the designer’s vision in advance.

Rehearsal – Final dress rehearsal for all models of the fashion show

The final dress rehearsal for all models before the fashion show in detail:

Duration & Models – casting, choreography and running sequence

Of course, the fashion show must be timed in advance, i.e. the fashion show is structured and the duration is determined. The structure provides a guideline to which all participants should adhere. Of course there may be deviations. The number of outfits to be presented and the number of models will be worked out and adjusted to the duration of the fashion show. A concept is created. Weeks before the fashion show there is usually a big model casting. The models are selected according to certain criteria. The so-called fitting takes place close to the fashion show. The models try on different outfits from the collection to be presented. It is determined which model presents which outfit. When this is clarified, the models start to train the desired choreography and running sequence. Each model can present different outfits from the collection on the catwalk. The time in which models can change their outfits backstage is calculated, usually everything has to be done very fast. The choreography on the catwalk is determined and rehearsed in advance. Make-up artists, stylists and dressers are organized.

Continuing organization – The dress rehearsal for the management

After the fashion show is over, the guests will ask if and where they can purchase the designs shown. These questions should be clarified during the organisation of the fashion show. Will there be a sale after the fashion show? How will the guests be informed? Are there enough fitting possibilities? What should the process be like?

The course of the show – from the opening to the closing

In a fashion show, the selected models enter the catwalk in a certain order, according to a certain choreography. The designer is free to unfold, there are no guidelines, only a general basic framework serves as an orientation guide. The opening model is of great importance for the designer. The first impression of the designer’s fashion collections on the audience counts and shapes the whole following show! In the same way, the closing model acts as an important element of the fashion show. This usually presents the showpiece of the designer’s collection. The audience includes press, buyers and celebrities, as well as fashion bloggers or fashion-enthusiastic spectators. Each model presents at least one outfit on stage, usually several follow. For this the models have to be fast, because the outfit has to be changed backstage under time pressure. The choreography must not be interrupted. On the catwalk the models cannot be exposed to the backstage stress. The choreography must not be interrupted. On the catwalk, the models do not notice the backstage stress, they walk unimpressed and at peace with themselves across the catwalk.

Press work – After the show is before the show!

Here we go, PR! Ideally, detailed lists of contacts to press representatives and PR agencies should be established in advance. These contacts should be provided with photo material, texts and, if possible, videos directly on the day or the day after. After all, the magic of a fashion show can quickly fade away when the next big fashion week begins in Milan, New York or Paris. The easiest way is to place your own fashion show in online magazines. A little bit more difficult is to get into the big magazines like Vogue, Harper’s Bazaar & Co. Therefore, it is advisable not only to plan the fashion show months in advance, but also the PR planning for the fashion show!

Fashion show checklist – overview of the procedure

In general, the following points should be elaborated:

  • Project planning
  • Preparing an offer
  • Model casting
  • Music editing
  • Choreography
  • Model Booking
  • Rehearsal hall
  • Show days
  • Host
  • Catering
  • Contracts
  • Client meetings

Then come many individual details, depending on the size of the show, location, duration, etc. Of course also many details towards models, helpers, organizers, customers, etc. Details like:

  • Interface model/customer
  • Dress info for models
  • Backstage behaviour
  • Arrival and departure plan
  • Check fitting
  • Overnight stay
  • Clock times
  • Rehearsal
  • Flow charts
  • Running schedules
  • Clothing protocol
  • Transfer at the end


CM Agency: Castings for your fashion show

Our casting agency for actors provides a reliable nationwide research network for Munich, Hamburg, Berlin, Düsseldorf and Cologne. Always the best selection arranges model castings for your next fashion show! As project managers we are always at your team’s side, whether it’s for the first casting or for the final fashion show in the store. The complete satisfaction of you and the event team is our highest priority when looking for fashion models. Guaranteed smooth processes behind the scenes. We attach great importance to consistent quality and development potential. Together we achieve high-quality, representative results that will convince your brand. Our job is to find the perfect cast.

More about Fashion & Castings

At live or e-castings you will not only find the ideal cast. Your event is just as good as a digital marketing campaign: Models wanted!