Regardless of location and end cost, funding shows are top of mind for designers throughout the year, and nailing down a budget is an ever-evolving conversation between public relations firms, designers and producers. “But, of course, the shows build your reputation and keep the brand going.” Not Going It Alone Two shows a year shakes the whole company,” said Alejandro Gómez Palomo, founder and creative director of genderless fashion brand Palomo Spain. The logistics of putting on a show can be a stressor on an emerging brand’s not-yet-mature business but, for many, the cost - both financial and emotional - is worth it. But, relying too heavily on sponsors and partners can be risky: if they go missing, it throws designers’ fashion week plans into flux. Often, they get crafty by finding discounted venues or trading exposure for services like hair and makeup. To make it work, up-and-coming brands cobble together funds from a slew of sources, including savings, grants and sponsorships. Still, there’s just something about a runway show many brands can’t resist. There’s no payback, it’s all intangibles,” said Gary Wassner, founder and chief executive of consultancy Hilldun Corporation. “It’s one of the hardest budgets to plan and to make ends meet on. Plus, return on investment is hard to measure. Even a basic show in New York can run from $100,000 to $300,000, while at the highest end, shows can cost millions. But getting there takes an enormous investment. “I felt like I had to do this… your first runway is almost like graduating to another level,” said Mai.įor many emerging designers, a runway show represents a major milestone for both their businesses and their careers an opportunity to establish their point-of-view on a larger stage and earn a certain level of prestige in the industry. But after his father passed away this summer, he decided to put on a runway show in his honour, though the cost was higher and logistics more challenging than his previous presentations. For the past two seasons, Bach Mai, a New York-based evening wear designer, hosted presentations during New York Fashion Week.
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