A fashion show is not only about presenting new collections of brands. Still, it is also creating an entire universe around it. Similarly to theatres or Hollywood movies, clothes are presented in a scenery, a situation, or in a unique atmosphere, making it look apart from the expected.
« Scenographer » is a job for creatives and artists who are transcribing an atmosphere, accompanying the clothes styles to create a situation and develop new ideas for each collection to be unique.
Alexandre de Betak, Dévi Sok and Olivier Massart are working in the shadow for years and are behind the most astonishing fashion show you could have ever seen.
Chanel – 2014 at the Grand Palais / Dior – 2013 at Jardin du Musée Rodin by Bureau Betak / Dior 2017-2018 Cour Vauban Hotel des Invalides / Courtesy of Balenciaga
From around the globe, fashion designers and brands like Balenciaga, Gucci, Louis Vuitton, Chanel, Dior, Balmain, or even Yves Saint Laurent trust their talent and collaborate with them to make their creations spectacular.
Their biggest challenge is to respect the brand’s identity. Surrounded by immersive landscapes, giant structures and innovative design events, these three fashion shows’ organisers will blow up your mind.
1. Alexandre de Betak, the “Fellini of Fashion”
Working under pressure, making sure the light is perfectly placed on the right spot, directing the models to adopt the exact attitude he wants them to, the event organiser is on all fronts. Alexandre de Betak is making every 15 minutes show breathtaking… and he organised more than a thousand now!
Credit: Instagram @bureaubetak
Credit: Instagram @bureaubetak
He founded Les Bureaux de Betak, an event agency. His unstoppable imagination, multiple ideas, and refined taste enabled him to be on the backstage of every fashion success.
2. Dévi Sok, talented producer and scenographer
Dévi Sok aims to diversify and change the vision we have on luxury fashion by locating fashion shows in the most surprising places: disused garages, museums, art galleries… to spot unexplored monuments.
Credit: Instagram @devisok
Credit: Instagram @devisok
Before starting every fashion event, Dévi Sok is aware of the budget she will have, the number of invited people there will be, and some ideas before producing a fashion show. She is then in charge of deciding the models’ journey, the light’s location in the space, and the settings.
3. Olivier Massart, the creator of the “dream show”
Olivier Massart, one of the most renowned scenographers of fashion history, organised more than 7500 shows of the most famous Haute Couture brands since the 1950s.
He transformed fashion shows by creating a new rhythm and setting up new ways of presenting a collection.
His great ambition, creative vision, and nerves to express his art enabled him to relocate classic catwalks in the Stade de France, the Great Wall of China, l’Olympia, the wings of AirFrance planes, or in a parking lot.
Credit: Instagram @lamodeenimages
Credit: Instagram @lamodeenimages
In the fashion industry for more than 40 years, Olivier Massart is leading La Mode en Images, an international event agency, gathering the most eclectic ideas and unexpected places.
These three influent fashion shows’ organisers’ immersive creations marked the history of fashion. And every year, the level is up… We already can’t wait to see what’s coming next!