THE AGENTS BEHIND THE SCENES IN THE FASHION INDUSTRY

Real superheroes don’t always wear capes. For the people in fashion, the real work does not begin on stage or when you transport the finished products to the people at the end of the supply chain- the customers.

This does not in any way devalue the work that goes on on stage, but bring into the spotlight, the group which pulls all the strings together in a fashion campaign or runway show. Oftentimes people like the make-up artists, photographers, hairstylists, production team etc are overlooked, this is because for the longest time the lens has been on the models and of course the raison d’etre; the clothes!

Some people work behind the scenes from the thought process to the finished work to ensure all essential components of the business move rhythmically. They are perhaps the focal point of this group without whom fashion as we know it will be non-existent.

Below are the roles of some of the big but often unnoticed players in the fashion industry:

Casting Director:

The purpose of the casting director is to recruit the models for the campaign, shoot or show. The work involves a rigorous selection plan to cast the right models who will fit into the vision of the creative director for the campaign. As the ones who work directly with the models, their ethos is to establish a relationship and a healthy environment for the models to thrive in their natural elements while showing off their talents.

Models:

We probably would like to think that without models, the clothes can be hung or displayed for viewing. But the models are not just a representation of how we will all look in the clothes, they bring those clothes to life. We’re no longer in an era where we wear just anything, models these days come in different body types and statures to give the shopper a front seat insight into the designer’s vision and also help him or her in the shopping experience.

Makeup artists:

The work of the make-up artist is not merely limited to getting the faces of models ready for a shoot or a walk on the runway. The make-up artist is responsible for bringing the concept of the creative lead to fruition. The choice of makeup on the models is greatly influenced by the direction the creative lead intends to go with the entire clothing line in a particular collection, the audience the clothes are made for, or the message behind a specific collection. The makeup artist in creating these looks collaborates with the hairstylist and the style curator to bring the vision of the creative lead to bear.

Hair Stylists

Like the makeup artist, the hairstylist helps to tie the vision of the creative lead together. It is not enough to just have some ideas in your head as a hairstylist. The ideas must complement the vision of the creative lead for the shoot or campaign. The hairstylist also works closely with the designer to know the idea behind each design and factor each hairstyle into the story being told in the shoot or show.

PR Consultant:

Whether it is for the runway or getting clothes into stores, the PR consultant plays a central role by pitching ideas to various stakeholders, strategizing, executing the agreed pitch, managing timelines and the entire team to finish the different aspects of their jobs in the best way possible. The PR Consultant is the voice of the creative lead and ensures that the intended narrative is communicated to the press and other media outlets. To bring the bigger picture of the design team to life, the consultant works closely with the production team to iron out all the nitty-gritty details before the final unveiling of the season’s collection.

The Production Team:

Without this team, the entire project stands the risk of falling into shambles. It is important to note that, they are not only responsible for securing the location and props for a campaign or a runway show but also for ensuring the set-up is tied to the theme of the collection to be showcased. The team is also responsible for collaborating with the various creative teams, working on budgetary needs, music, lighting, the lineup of activities, the set design and coordinating logistics to ensure the overall effectiveness of each team and the success of a shoot or show

The Photo & Video Team:

Without this team, we will have no long-lasting evidence to enliven us about a fashion show we saw. They make lasting memories out of shoots, shows and even our personal experiences with clothes. Pictures in videos can also help to show us how to wear certain clothing items or how to style them to get the most wear out of them.

Fashion Bloggers:

We cannot undermine the importance of bloggers in promoting the growth and increasing the visibility of a fashion brand. They can be involved in the entire creative process. They act as consultants who not only share their knowledge on fashion but they share snippets of a collection from the beginning of designing a collection to its unveiling on their social media platforms. They also increase the reliability of a brand to its targeted audience. Their reviews on clothing items and other fashion accessories show a brand’s audience that their products are made for real people with real bodies. They are a great tool for PR consultants in reaching the masses