We’re back behind the scenes at the HUGO Fashion Show Spring/Summer 2013. In the hair & beauty pop-up department, to be precise. Of course, the hair and make-up always has to be in line with the collection. This time, the futuristic looks desperately called for some strong and understated hairstyles and voila, the wet-look chignon was born. How to style it? Straighten your hair, work in some styling gel and either wrap your hair into a neat coil and fix it with hair pins (luxe version, as seen on the runway) or twist your hair and simply wrap a hair band around the bun (undone version, very popular with fashion bloggers).

Images courtesy of Toni Nüsse.

Spotted in the front row at the HUGO Fashion Show Spring/Summer 2013: Matthew Goode (British actor), Poppy Delevigne (model and it-girl), Claus-Dietrich Lahrs (CEO HUGO BOSS), Kate Bosworth (Hollywood actress), China Chow (actress), Klaus Wowereit (Mayor of Berlin) and Christiane Arp (editor-in-chief of German VOGUE). But what about the people sitting in the second row? And is the view on the runway really that bad in row three and four? With all the front row talk I guess it’s time to shed some light on the mysterious seating process of a fashion show and reveal some information about the essential question: Who sits where and why?
In general, fashion shows are invite-only events. So as soon as the sought-after fashion show invites with details on how to R.S.V.P. are sent out the planning process of the seating begins. The output of the seating process is the seating chart, which you can see in the snapshot below. But let’s start from the beginning…
First of all, a spreadsheet is updated with responses on a daily basis in order to get an accurate guest list. The master guest list is then sorted by category (international press, national press, websites and blogs, newspapers, stylists, retail etc.) and importance. Each category is assigned a specific color and all guest names of that category are written on little color-coded post-its. Then a large and empty seating chart is printed out and the fun part begins: Who will be sitting where? Of course, the front row seats are reserved for international A-list celebrities, editors-in-chief and well-known fans and supporters of the brand. All seats in the other rows are assigned according to the following three main factors: 1. How supportive has the person been to the brand? 2. What’s the publication’s circulation? And 3. What’s the person’s position at the publication? But there are many more criteria that have to be counted in as well, e.g. the person’s seat at the last fashion show or the general rule to keep co-workers from the same publication together. In addition to that, the seating chart usually includes one or two so-called jump seats in each block for unanticipated plus-ones, surprise guests or friends and family. All these factors make the whole seating process so complicated and complex. In the end it’s all about the right mix of celebrities, journalists, editors and clients. But enough with fashion politics. Do you know what what makes me really proud? It’s the fact that you can always enjoy a virtual front row view right here on the HUGO Blog!

Second image courtesy of Toni Nüsse.

Watch Hollywood actress and style icon Kate Bosworth talk about the HUGO Fashion Show Spring/Summer 2013 and the breathtaking HUGO dress she was wearing: A classic LBD with an interesting back... HUGO womenswear designer Eyan Allen sent an ice-cream pink version of the dress down the runway. Take a look!

Images courtesy of Toni Nüsse.

Meet model Madison Headrick from South Carolina, who had made her runway debut at Milan Fashion Week back in February and who was rocking the HUGO runway in Berlin last week. Filling out the questionnaire backstage at the fitting, the charming newcomer told me: “This feels like being back at school.” I don’t know about you, but I’d definitely give Madison an “A” in calligraphy. If you want to know more about Madison and keep track of her career follow her on twitter.

I’ve already shared part one of my favorite looks from Thursday’s HUGO Fashion Show with you on Saturday and what could possibly be better than kicking off the week by showing you part two of the runway highlights.
According to HUGO, the spring of 2013 will be dominated by a strong green color (fresh), classic black (of course) and shiny fabrics (hallo future!). Boys, this means you’ve got to get at least one colored suit for spring. Shiny blue or strong green? The decision is yours. And girls, I don’t know about you, but I instantly put the shiny jumpsuit on the very top of my spring wish list (the sleeves rock). And  there is this amazing long black dress that Kasia Struss was wearing on the runway – pure perfection! Just like Kate Bosworth I love the metallic strap detail. And that’s exactly what HUGO is all about: Classic and modern looks with edgy details. Now my only question is: Can we skip fall/winter and move right on to spring 2013?

Let’s make this Saturday a very fashion forward one and enjoy the first part of the runway highlights from the HUGO Spring 2013 collection, which was presented in Berlin on Thursday. Inspired by pop art and virtual reality, the collection consists of classic and modern pieces with spacy details and futuristic accessories. Beige and black meet shiny materials and strong colors like mint green and cobalt blue. I immediately fell in love with this collection, because it’s fashion forward and futuristic, but still very classy. Watch the video of the fashion show to see all the looks and stay tuned for more highlights here on the HUGO Blog.