This Fashion Week, runway shows aren't exactly a thing of the past, although most designers have chosen to debut their spring/summer 2021 collections [1] virtually. Whether it's by way of a pre-recorded fashion video [2] or a livestream that reveals the clothes with no audience in sight, the fashion world is certainly getting innovative. But some designers — Jason Wu, Christian Siriano, Ulla Johnson, and Bronx & Banco, to name a few — have made use of outdoor locations in New York, following in the footsteps of Simon Porte Jacquemus, who set his own scene in the middle of a wheat field [3] in Paris this July to present "L'amour."
POPSUGAR talked to Grace Rowe, Director of Production at IMG Focus [4], the company that brings NYFW to life each season, and the team at Spring Place [5], where Jason Wu transformed the rooftop into a tropical Tulum getaway, about the safety measures taken to bring the experience to life. In the few situations where shows were physical this season, precautions were put in place, as recommended by the CDC, to keep the process as streamlined as possible.
"Everyone should be patient and kind to each other during this time. Designers are trying to keep their businesses alive, and by stageing shoots, shows, or producing content, they are helping to also keep others employed in the making. It's important to be understanding of each other's experience, prioritise wellbeing for all, and follow the guidance of health and safety staff to ensure a safe production for all," Grace told POPSUGAR, elaborating on the overall goal of a socially distanced runway show.
Read ahead to find out exactly what goes down behind the scenes, on set, and in the front row.
How Many Guests Are Allowed at a Show?
The guest count is limited at physical runway shows this season, and everyone is given clear instructions upon arrival. There are no swarms of street style photographers set up outside, and Grace describes the process like scheduling a visit to a museum where you have an allotted time. All shows start on time (Fashion Week runway shows are infamous for starting 30 minutes late when things are normal), and all guests undergo a temperature check before entry. They must also complete a health and safety questionnaire on their phones, and of course, wear a protective face mask. All hallways and lifts that must be travelled through have a capacity limit, and exiting the show is similarly well-organised.
How Is the Front Row Organised?
The goal for all designers who show at Spring Studios is to have many more guests in the front row at home (aka watching virtually). Therefore, designers must trim their usual guest list, and guests that are permitted entry are spaced out from one another – not only when they're in their seats, but also upon entry and exit. Chairs must be situated six feet apart, which is great for the people in the second row, because they also have a direct view to the runway. Seats are also strictly reserved.
Is There a Photography Pit at the End of the Runway?
Photographers and videographers must follow the same safety plan as the rest of the crew on site. If there is a photography pit at a show, it's must smaller than usual. At the Jason Wu show specifically, for example, there was a very limited number of photographers that could fit the capacity of the riser while adhering to social distancing guidelines.