ALEXANDRE DE BETAK'S CONCEPTS IN FASHION SHOWS
DOI:
https://doi.org/10.32782/uad.2024.6.6Keywords:
fashion design, fashion shows, fashion demonstration, fashion image, communication, staging a show, productionAbstract
Media coverage of a designer's show is most often accompanied by comments on the collection's products, participation of top models and invited guests. The personality of the producer and director of a fashion show remains beyond the attention of a wide range of fashion consumers. However, it is his or her creativity that determines the promotion of new fashion designs. The most famous fashion show director in Europe and the US is Alexandre de Betak, a French event producer who is considered a ‘revolutionary’ in modern fashion shows. In his constant search for novelty, he got rid of many established traditions and turned the shows into large-scale artistic events.The article examines the creative path of O. de Betak: it was found that he has organised more than 1500 fashion shows since 1990, heading his international production company Bureau Betak in Paris. The smallest details of each presentation are remembered by fashion fans with extraordinary accuracy.His approaches to the concepts of shows of such designers and brands as Dior, Saint Laurent, Fendi, Gabriela Hearst, Chloe, Jacquemus are analysed. It is emphasised that for a producer, a show is a separate form of combining the creativity of the stage director, designer, marketing goals, directorial and musical components. Among the locations used by Alexander de Betak are: urban space near natural objects, art institutions and monuments; suburban space and landscape; closed space with the creation of digital accompaniment, two-dimensional and three-dimensional images and elements. It is found that the main goal of the show is to identify and demonstrate the original features of each fashion house, to create new sensations for visitors, while making sure that visual elements do not prevail over the designer's works. It is noted that O. de Batac plays an important role in modern presentations of designer's innovations in social networks, in particular Instagram, considering the resource to be a new channel and the largest media in the fashion world.
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