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What actually happens at fashion shows – other than models walking down the catwalk? Very few normal people are likely to have ever been to a show. Model shows on German television do not count. The designers with the biggest shows at Berlin Fashion Week, which starts on February 5th, have answered a few important questions.

Who sits in the front row at the Berlin Fashion Week shows?
In the better-known fashion capitals, the prominent elite meet in the front row (and on the catwalk). Stars like Kylie Jenner and big fashion names like US Vogue boss Anna Wintour appeared in Paris in the summer (MANNSCHAFT reported). Singer Doja Cat broke the internet with her toadstool look – her torso was covered in red rhinestones. In Berlin, however, things have looked rather poor in the first row of chairs in recent years. “Desperate Housewives” actress Teri Hatcher (59) is joining MarcCain this year.

“Occupying a front row is very important for a show, we don’t do it for fun,” says gay designer Kilian Kerner. He finds the countless requests from normal people who “want five tickets for the front row” “funny”. “I always wonder where people get their self-confidence from. These are always people who have no business being there.” Those who belong there instead are celebrities, customers and guests of cooperation partners – but increasingly also influencers and of course the press, as designer Marcel Ostertag says.

Why do designers only briefly scurry across the stage after the show?
Fashion designers work on their collections for months, creativity and passion flow into it. When the last model has strutted down the catwalk with what is often the most important and unusual item at the show – the highlight of the season – everyone is waiting to applaud the designer. But sometimes they only appear briefly, bow humbly and disappear into the background again.

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«At my shows I was and am always full of emotions. That’s why I simply couldn’t stand being on the catwalk for a long time for many years,” says Austrian designer Rebekka Ruetz to the German Press Agency. “It took me a lot of practice to be able to enjoy the applause.” Fashion designer William Fan has an ambivalent relationship with the spotlight. “I like the stage, but I don’t like being on the stage,” he tells dpa. He finds it more fun to create the stage.

I don’t need 757 make-up products now.

Why are there goodie bags with gifts for guests at the seats?
A pocket mirror, a hair styling set and a tassel with glitter powder – these are the “goodies” that you find in a small bag at your seat before a show. If the glitter powder is too light or there is no hair left on your head to use up the hairspray in a meaningful way, perhaps those around you will be happy – but not the environment. «Personally, I’m not really into goodie bags anymore. For sustainability reasons, I don’t do it,” says Kerner. “I don’t need 757 make-up products now.”

For designers, the bags are of course also an advertising space for the partner companies with which they cooperate. “I always have goodie bags,” says Ruetz. Her surprise bags also included tennis socks or small bracelets that were also shown on the catwalk – from shoe and jewelry companies with which she was cooperating at the time. “I would also like to know what other designers offer in their goodie bags.”

Why do models usually look so serious on the catwalk?
They walk up and down and have a cool expression, no matter how strange their outfit may sometimes look. People rarely smile, but why? “I tell my models before their appearance that they are my modern Amazons and that they present my collections as self-confident, cool and tough women,” says Ruetz. The models should have fun, but not smile: “When I think of smiling models, I always think of beauty contests, which scares me.” Kerner also prefers neutral facial expressions. “The focus is never on the model, but on what they are wearing. Anything other than neutral is just a distraction.”

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Why is the collection shown so long in advance?
At Berlin Fashion Week from Monday, mainly autumn and winter fashion will be shown – but these are mainly items for the next cold season. One might think that it would make more sense to show the loose dresses for the summer time that many are longing for. But that wouldn’t make economic sense: “We need about five months after the show to produce and manufacture the collection,” says Ostertag. Then it becomes clear how great the demand is and how much the designers actually have to produce.

Rebekka Ruetz knows: The first winter clothes arrive in stores in August and September. But there is also a riskier approach – to pre-produce the collection and offer it for sale after the show. The designer Ostertag is trying this for the first time this year.

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