For some designers the price showcasing their designs at Fashion Week can be off putting as for many it is too costly. This means many emerging designers miss out on the opportunity of having their designs seen on a global catwalk.
It is one of the biggest challenges young emerging designers continue to face; with ASC this is something they work to combat. The shows CEO and Executive producer Amit Singh works to produce a show that offers emerging designers a platform to showcase their work to the world while keeping cost low.
This in no way impacted on the production of the show. From the get go it was obvious that the production knew exactly what they were doing and did it so well, it was from start to finish, what appeared to be effortless.
Having attended many Fashion Shows all over the globe, I know the mayhem that goes on backstage. The organized chaos of models moving quickly from one design to the next, often while in transit to the catwalk. Finishing touches, amidst the flurry of hair and makeup re touches before heading out to the audience.
As I sat in the hotel room of the Sheraton in Times Square, preparing to go downstairs to the backstage arena of the show. I was anticipating being greeted with the usual madness that comes with most shows.
I opened the door expecting lots of noise and rushing around. Instead what struck me was how quiet and calm everything was. Yes there were lots of people! Yes! There was noise and people moving from one station to another having fittings, make-up and hair. Yes! There were models strewn on the floor, relaxing chatting and laughing. But the sense of calm and organization was what stood out for me.
Backstage was spacious and all makeup and hair stylists were at their designated stations. Designers were getting rails ready doing final fittings, and the show director Jessica Spencer was on hand with her clip board making sure things were as they should be, making sure everyone had what they needed, seeming so laid back as only someone who is has every angle covered can be.
I waited and kept anticipating when the mayhem would begin. It didn’t!
That is something I will take away from the ASC Fashion Show, at NYFW.
The show was so professionally organized that everything flowed seamlessly, this I think is testament to Jessica Spencer the organizer and Christine, who was so impressive in his co ordination of backstage. This coupled with the general laid back friendliness of almost everyone we spoke to, models, photographers, and makeup and hair teams. This show is by far one of the best productions I have ever attended.
Relaxed backstage atmosphere, flawless production, an amazing selection of international designers and models, all smacked of complete professionalism.
Having spent time backstage wondering at the calm, enjoying the flair and colour of designs hanging on rails, chatting with designers from all over the globe, hearing their stories, and reasons why they has chosen ASC, it was time to take a seat out front and watch each design come to life on the catwalk.
As I took my place in what was a sold out show, amongst some pretty impressive names. Universal, Bravo TV, Real housewives of Atlanta, and I did hear a rumour that Russell Simmons had his team there. (sssssh)
ASC FASHION SHOW DURING NEW YORK FASHION WEEK
SHERATON HOTEL, TIMES SQUARE.