Alexandre de Betak & the fashion show

Fashion shows are events that aim to transport the audience into another world. They are of course focused around a brand/collection and promoting this, however they have become more and more extravagant over the years, and a spectical in there own right. The growing buzz and budgets around the fashion shows have resulted in what can sometimes only be describes as works of art.

The Fashion shows and general events surrounding a brand or release, is something i believe to be very important. With the degree i am studying, this promotional aspect through these kind of events is something i could end up perusing as a career. Throughout the course we have to create many mock up PR events for brands, and so i thought that researching more into examples of these events was key for inspiration.

Alexandre de Betak is one of the most notable names in the world of fashion promotional events. Betak is famous for producing innovative runway shows, instillation, events and exhibitions, in his 25 years in the industry. Betak is also an all creative, working as an art director, furniture designer and much more. This creative eye for many different artistic sectors has proven useful in his work. This knowledge of furniture design for example, would give him more creative freedom when designing props for shows, as he knows how to create them and make them come to life. I believe these skills have aided his success in being one of the most highly sort out producers of events in the industry.

It was in 2000 that his most influential and high profile creations where exhibited at what is now one of the most viewed and talked about fashion shows, the Victoria secret annual show. 

Although VS haven't received the best press recently, there is no denying the unbelievable success of their shows. Today the show is aired in 185 countries (seen more than all fashion shows combined). In 2013 the show had over 10 million views, and this was all before you tube and the viral clips of the show, that now reach even more viewers. The show has an rising budget of £12 million, majorly exceeding the average 1-2 million usually spent on the average show. The social media buzz around the shows are immense, and to get a ticket to said show is unimaginably valuable and prestigious.

The success of the shows however only really seemed to take off when Betak became involved in 2000 when following the show the VS website crashed due to unrepresented success. Since 2000 Betak has been involved in the highly anticipated shows, creating amazing sets and costumes to showcase frankly tiny bit of material, in a massive showstopping way.

      

Alexandre de Betak is also well known and respected for his other work. I was interested by the variety of styles that he presents in each event. He manages to create unique and exciting scenes, that are perfect for each individual brand, while still keeping to his own artistic integrity in all the styles he portrays.

“I proposed the antithesis of what people were used to seeing. I went in and tried to make [shows] very fast, very compact, very energetic and very minimal in the sense of how many messages you put into one.”

-Alexandre de Betak

Some key examples of his work, that also display the unique qualities they have include;

- The earthy and naturally inspired raw overhang for the Dior show

 

- The amazingly simple and bold electric sun for Jacquemus in 2017

                   

-The surreal balloons show for Alessandro Sartori

 

- And the 80s night club vibe for the 2015 Fila show, while still managing to incorporate an underlying simplicity with the use of just lights and geometric angles.

   

It is clear that Betak is immensely talented and a visionary, who successfully creates the buzz that fashion brands aim for through his own pieces of art. I will defiantly take inspiration from his work as it is clearly so effective and unique, and will continue to keep track of  his latest events, as he produces new and exciting forms of fashion promotion.