The start of the HUGO Fashion Show is only seconds away. In less than a minute all guests will be seated, all spotlights will be on the runway and the first beats of the fashion show soundtrack by Nina and Kasper will reverberate in the ice arena in Berlin-Mitte…
I love those magic moments right before the show and luckily our photographer Toni Nüsse captured those moments at the HUGO Fashion Show Spring/Summer 2013, so I can not only tell about them, but also share some impressions with you, for example HUGO womenswear designer Eyan Allen – concentrated and focused – supervising the line-up of the models. Just by looking at these shots I am longing for the next fashion show, how about you?!

Images courtesy of Toni Nüsse.

Ah, fashion shows! Watching a fashion show grow from just a few squares and seating charts on a piece of paper into a huge fashion event with editors, celebrities and photographers is amazing – every time again! And there is nothing more exciting than the hustle and bustle backstage in preparation of the show. I already took you behind the scenes, big time, but there is still one particular snapshot I want to share with you: It’s the lookbook of the new HUGO collection at its earliest stage and in its rawest version. Very inspiring – don’t you think?

Image courtesy of Toni Nüsse.

Did you know that top model Kasia Struss’s real name is Katarzyna Strusińska? And that apparently “Strusińska” is similar to the word “ostrich” in Polish?
Watch the first video to find out more about top model Kasia Struss and be sure to check out clip number two featuring the gorgeous German shooting star Franzi Müller talking about her career and what it feels like to trip on the runway.

When it comes to make-up, this spring/summer is all about a natural look. The essentials? Natural yet tidy brows, a light foundation, very little bronzing powder for a sun-kissed look, rosy cheeks and sheer lip gloss. Take a look at natural beauties Nadja Bender, Kasia Struss, Madison Headrick, Ava Smith and German shooting star Franzi Müller getting their make-up backstage at the HUGO Fashion Show Spring/Summer 2013. Oh how I would love to have our HUGO hair and make-up team here at the HUGO BOSS headquarters…

Images courtesy of Toni Nüsse.

Go backstage at the HUGO Fashion Show and watch HUGO BOSS TV presenter Patrice’s talk with model Adrien Sahores (ohlala, charming French accent) and Bastiaan van Gaalen, who currently stars in the HUGO Fall 2012 campaign.

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.