Forbes.com 02.02.07
Fancy frocks and rocking tunes alone no longer cut it.
In fact, a runway show with all that, plus bright lights, gorgeous models and a clamoring audience doesn't earn even a raised eyebrow.
Why? The average New York Fashion Week show must present 25 to 45 "looks" in only 15 minutes. That means grabbing and holding the attention of influential buyers and editors in the audience is vital. It's no wonder, then, that designers go overboard on production.
For an example, look no further than Sean John designer Sean "Diddy" Combs, who in 2003 spent a reported $75,000 on his invitations alone, plus another $150,000 a day to rent as his venue New York hot spot Cipriani.
That kind of excess isn't limited to the Big Apple. The same year in Paris, Yves Saint Laurent spent in excess of $1 million for a tent behind the Musee Rodin, and Gucci spent in excess of $25,000 flying roses from South America to its show in Milan. This season, here in New York, designer jeans company Rock and Republic will be spending $2.5 million on its show.
"Last year, one of our clients wanted to have a Pink Floyd 'Dark Side of the Moon' theme, complete with a laser light projection in the background as the models were coming down the runway," says Kelly Cutrone, owner and chief executive of People's Revolution, whose company is producing 15 shows this season, the most of any fashion production company in New York. "The cost was going to be $64,000, so we decided against it. The designer just couldn't afford it."