Catwalks – full of slim, towering women with their wavy walking, seemingly untouchable. The Catwalk is not about the models, though, but the newest trends, eye-catching colors and the richness of shapes. All-in-all, a spectacle of a show, a real-life advert, and a creative top performance, all in one. Here’s what Pálma Szabó, head of Sonia Productions, who’s organized over 200 shows and events like the above mentioned, had to say about the world of fashion and her upcoming new project taking place this December: the Fine Living Expo Fashion Show.
In the 21st century, are fashion shows still relevant and effective?
For fashion houses, this is the most important tool when it comes to presenting their newest collections to their clientele, at the highest quality level. Everyone interested in fashion and style loves going to these events; it’s a very special experience to see the lining up of colors, shining materials and their flowing in a three dimensional format. The collaboration of these factors presents the viewer with a deeper and stronger emotional feeling towards the newest trends and various styles
What are the usual types of these shows?
Each year, there are two shows: enormous catwalks, top quality backgrounds, projectors, large – at least 30 people – production groups. This is the typical line-up. At events like this, the backstage staff has an additional 20 people. With the help of these professionals, various show versions exist depending upon the creative concept: from the classical to the trained choreographic elements, the palette is endless.
Choosing the venue is also an important task. One can easily play around with the shape and the length. The light construction is another interesting concept, with the various so-called headlight effects. We must also mention the special sound effects, or the use of non-professional models – celebrities, for example.
A good show should never longer than 30 minutes.
The Nation & Fashion show, which took place in the spring of 2008 at the Műcsarnok, entertained 2,000 guests. The 30-strong crew presented the designs of eight fashion houses on a 30 meter long catwalk.
And what about models in shop windows…
This is called “live window”; in other words, it’s when the collection is presented using live fitting dolls. Companies often use this version of showcasing in their most acclaimed flagship stores, in 30-minute intervals. The advantage of this is that it’s sales oriented – if the viewers like the dresses they can immediately purchase it inside the store.
According to the classic theory, haute couture is at the top of the hierarchy. Could you speak a little about this?
The origins of haute couture – high quality tailoring – dates back to the 19th century: Charles Frederick Worth, a true Englishman, who we’d today call a designer, introduced those clothing creations that were custom- and hand made for high demanding consumers using extreme care in the tailoring process.
The use of the word haute couture is strictly regulated by law. For a fas
hion empire to use this, the following criteria should be met: the company must produce unique items for private clients, must have its own tailoring workshop in Paris with at least 15 employees and must present a minimum of a 35-piece collection twice a year for the Parisian crowd.
Critiques often stamp extravagant and wild haute couture creations as un-wearable.
These pieces are mostly unique, made upon request or for a special occasion with the use of only the finest quality materials. Everything is hand made with extreme care – the last button is designed to match the dress itself and even diamonds or gold elements are used to create them. Haute couture clothes are rarely sold; they’re made to lift the fashion house’s prestige. The real profit comes from selling the everyday, multi-produced collections.
The prêt-á-porter marking goes to those products that are made in small amounts, can be bought for a relatively normal price and are definitely wearable. They take the traditional 36-38-40-42 sizes. The main characteristics, next to representing the current trends and the trademarks of the label, are easy wearing, comfortable shapes and easy-to-care-for materials. Clothing lines such as these, which target a wider range of customers, bring nice revenues for the companies. The designs ofhaute couture and prêt-á-porter are put on show totally separately, even during different periods of the year.
By the way, what are the newest trends?
Studded designs and thigh length boots, as well as ankle boots, are in their renaissance at the moment. In terms of coats and jackets, shoulder padding is coming back in style. The season’s colors are all the shades of lilac, blue and the always-trendy black.
You’re one of the consultants for the Fine Living Budapest Expo. Can you tell me a few words about the event?
Over 90 exhibitors will present the vibrant colors of the luxury world on approximately 4,000 square meters in three days of the VAM Design Center in Budapest. Fine Living Expo aims to be the forum for the most premium category products and services. A kind of show off with only the best brands for true bons vivants, delicate highbrows and for premium category leaders. The expo will present the products in four categories: Food & Drink, Lifestyle, Home & Design and Fashion & Style. To mention a few names from the exhibitors: Roberto Cavalli, Furla, Dayan Diamonds, BoConcept, Müller Mónika Enteriőr, Empír Enteriőr, Billerbeck, Telki Magánkórház, Tópark, Kogart, Herendi Porcelán Manufaktúra, Forever Living, Wasabi, Max City, Pernod- Ricard- Chivas Regal, The Scottish Corner.
Apart from the exhibition, fashion shows such as Calvin Klein and Hugo Boss will be worth visiting for those interested in beauty and elegance.
www.finelivingexpo.com