Chapter 23 / Special Event Fashion Shows
481
lineup number. They are arranged in the order of
the show. They can be rearranged if last-minute
changes are made to the lineup.
Full commentaries have a script with every
word written that will be said. This can sound
stiff and may not provide fl exibility for last-
minute changes. Full commentaries are used for
production shows, in which all scenes, music,
lighting, and model cues are noted on the script.
However, the commentary may not describe
garment details, which are printed in the program.
Partial commentaries list the major details
of garments in outline form or short sections
of script. This takes less time to prepare, but is
more challenging to use during the show. The
commentator gives descriptions as needed.
Some fi ller commentary is also prepared to
fi ll unexpected pauses during the show. Filler
might be thank-yous or credits to those who
have contributed to the show, or plugs for store
services or departments.
Ad lib commentaries are created
spontaneously during the show from brief cue
cards. Many more fashion phrases than outfi ts
in the show are accumulated on cards ahead of
time for lead-ins and descriptions. A more natural
delivery occurs in this way if the commentator
has confi dence and fashion knowledge. Highly
experienced commentators may look at the
outfi ts before the show and then speak about
them without any prepared commentary. This can
be conversational and spontaneous.
Manufacturers’ fashion shows for
prospective retail buyers do not have spoken
commentary. Music plays and style numbers
are given. Buyers make notes on printed buying
guides that contain information about each
item, price, and minimum order required. Also,
informal shows often have no commentary,
especially in restaurants where customers
are conversing. The fashions are listed in a
program and otherwise speak for themselves.
With tearoom modeling, models either hold
identifying merchandise cards for all to see or
describe the outfi ts they are wearing only to
people who are interested.
Consumer runway shows usually use
informative commentary. Less fashion-aware
audiences want more details and interpretation
of trends. The commentary can slow a show
that is going too fast, with additional remarks,
or fashion information. On the other hand, it can
also speed up the show by eliminating some
details and by only noting key fashion looks.
Promoting and
Presenting the Show
The forms of promotion most used for
fashion shows are publicity and advertising. Free
publicity should be emphasized, supplemented
with paid advertising if the budget permits it.
Press releases should be sent to all
newspapers and magazines. If possible, they should
be sent directly to the fashion editor (or women’s
or community section editor) by name. It is best
if different photos are sent to each publication,
accompanied by captions. Publicity announcements
are also sent to radio stations. Videos might be sent
to television stations and websites.
Press releases should arrive at the media
two to four weeks before the event. This allows
time for the editor to review the materials and,
hopefully, deliver the message to the public
just ahead of the event. Sometimes radio
and television stations run free public service
announcements if the fashion show is for a
charitable event and of general interest to the
community. Additionally, press shows are private
fashion showings for the press before the public
In Cooperation with The Fashion Association
23-29 The expert telling the audience about
the necktie fabrics, patterns, and motifs on
these models is Italian neckwear designer
Gianfranco Zani, who designed the ties.