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Part 6 / Fashion Promotion
materials needed. This will also help in planning
models’ entrances, exits, choreography, and
timing for the show.
Typical runways are from 32 to 40 feet long
beyond the main stage. A width of 4 feet enables
two models to walk together or pass each other.
Pieces of plywood that are 4 by 8 feet are the
most popular construction material. Runways that
are 6 or 8 feet wide enable three or four models to
walk together. The height of the runway is ideally
between 18 and 36 inches above fl oor level.
Skirting or trim usually decorates the lower sides
of runways.
Seating arrangements must let the audience
see the show from every location without
obstacles in the way. Sometimes seats are
reserved. Theater seating has rows of chairs
side by side, facing the runway. Table seating is
used when a meal is served in conjunction with
the show, often at round tables. During the show,
chairs are turned toward the runway. Programs
and promotional gifts are sometimes placed on
chairs or tables in advance of the show.
The stage background should have an open
and subdued feeling, enhancing the theme and
clothing. A plain background may display only
the logo of the designer or retailer, 23-25. A
simple doorway, archway, pillars, or screen can
serve as an entrance for the models. Backdrops
on movable fl ats may have scenes from nature
or room interiors, and be changed for different
show categories.
Props can be carried by the models or
placed on the stage. Those that are carried might
include a tennis racket, beach towel, briefcase,
stuffed animal, or oriental fan, depending on the
outfi ts being shown. Props that are strictly part of
the stage background might include furniture, a
beach umbrella, plants, or other theme items.
Lighting also sets the mood and shows off
the clothing. Spotlights can follow the models,
placed as high as possible to avoid shining in the
eyes of the audience. Track lighting is effective if
available. Round “globe” lights often line the edge
of the runway. Lighting should change on cue as
the show progresses, with different intensities
and fi lters to add interest.
The Music
Music can be live or taped, instrumental or
vocal. It must relate to the age and tastes of the
audience. The right music sets the tempo and
lends a great deal to the success of the show,
especially if no commentary is used.
Live music is expensive, so pre-recorded
music or a small musical group may be chosen.
Sometimes only a piano player is used, who can
adapt to the pace and actions of the show.
Large shows have a music director, who
selects and makes arrangements to use the
appropriate music. Permission may have to be
obtained for copyrighted music. Smaller shows
use a music technician who is in charge of the
Luca Luca by Luca Orlandi
23-25 A plain background, with only the
name of the design fi rm, enables the
audience to concentrate on the fashions
being presented in that collection.