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Part 6 / Fashion Promotion
shows, the fashion designer is coaxed to join the
models on stage during the fi nale to cheers and
applause from the audience and the models!
The Commentary
The commentary describes the garments
and accessories, especially those details that
might be overlooked. It is meant to entertain
the audience, put everyone at ease, and sell
the merchandise. The commentary should use
correct names for silhouettes, colors, fabrics,
trims, garment parts, and other structural
and decorative details. Going from general
information to interesting details about each
outfi t, it builds with excitement toward the climax
of the show. It should hold the audience’s
attention by creatively analyzing what is on stage.
Mistakes that happen in the show should not be
mentioned.
The commentator, or show narrator, should
be a fashion expert who interprets trends for the
audience, 23-29. A public address system, which
includes a microphone, amplifi ers, and speakers,
should be used.
The commentary should tie the theme
and fashion categories of the show together.
Commentary cards may be prepared during
the fi ttings and used for the narration of the
show. Each large index card should include a
description of the garment, accessories, and
special selling features of an outfi t. The cards
include the model’s name, show category, and
Lily Samii / San Francisco Fashion Week / ©arun@fi lmmagic.com
23-27 Here one model pivots and pauses so
the audience can see the design of her outfi t
clearly. When the second model gets to this
point, she will probably also pivot and pause,
while the fi rst model will have moved on.
Hong Kong Trade Development Council and Moda Management
23-28 When groups of models are on the
runway, they coordinate their actions and
poses.