Attending a fashion show is more than just a stylish outing; it’s a unique cultural experience that comes with its own set of unspoken rules.
It’s fashion show season, and all the fashion lovers are getting ready to attend the upcoming runway shows. Whether you’re attending as a buyer, influencer, industry insider, or just a fashion enthusiast, being invited to a show is an exciting opportunity to experience the energy, creativity, and glamour of the fashion world up close. If it’s your first time attending, it can also feel a bit overwhelming — there’s more to it than just showing up in your best outfit. Understanding fashion show etiquette and navigating the guest list helps you make the most of your experience, so a little preparation goes a long way. Here’s a list of essential things to keep in mind so you can show up in style and confidence, to make your first fashion show a memorable one.
Looking good is good business, especially at a fashion show
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How you dress for a fashion show matters; it’s a cultural aspect that is an integral part of the event itself. In many cases, fashion houses will invite select guests to their showrooms ahead of the event to be styled in pieces from the upcoming collection. This not only ensures the right people are seeing their designs but also serves as a strategic marketing move, with agencies and PR teams carefully placing looks on influencers, stylists, or celebrities to generate attention.
If you’re one of the lucky ones to be dressed by a brand, communicate openly with the stylist or team — make sure the outfit reflects your personal style and that you feel confident wearing it. Fashion is about expression, so if something doesn’t feel like “you,” it’s okay to speak up. Whether you’re wearing a full runway look or styling yourself, aim to look polished, intentional, and authentic. Confidence is your best accessory, and when you feel good in what you’re wearing, it shows.
Get there early to make a strong impression
Arriving early to a fashion show is essential — it allows you to settle in without stress and gives you a chance to fully absorb the atmosphere before the show starts. Fashion shows are very short events; some last just a few minutes, while others may run up to an hour.
When you arrive early, you’re sure not to miss a single moment of the show. . There may be traffic on the way or blocked roads, and it’s easy to be delayed 15 to30 minutes, which could be the length of the entire show. Some fashion houses shut their doors once the show starts to prevent people from interfering with the runway and the ambience. Your time of arrival determines which side of the door you would prefer to be on.
Engage in small talk and connect with those around you
Fashion shows are not just about the runway; they’re also a great opportunity to network and connect with others in the industry. Whether you’re seated next to a fellow first-timer or a seasoned fashion editor, it’s important to have a short greeting shared between yourselves. Don’t be afraid to strike up a light conversation; a simple compliment or question about the show can be a great icebreaker. These events bring together creatives, influencers, stylists, and more. You never know who you might meet or where a friendly chat could lead. Make an effort to say hello to the people on both sides of you; a warm introduction can lead to a better experience of the show.
Read also: The standout shows defining Paris Fashion Week SS26 so far
Take pictures of the show, but be mindful
While it’s tempting to capture every moment of a fashion show, it’s important to be mindful of your surroundings. Keep your phone or camera at eye level to avoid blocking the view of others behind you. Also, avoid using flash, as it can be distracting to both models, professional photographers and fellow guests. Take a few key shots or short videos, but don’t spend the entire show behind a screen; being present is just as important as documenting the experience. Always respect any photography rules set by the organisers. If they ask that no photos be taken, please comply. Also, if you’re seated in a prime spot, be considerate of those around you who are trying to enjoy the show too.
Share the moment, amplify the show
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Runway shows are a powerful tool for fashion brands to showcase their latest collections and generate buzz on social media. A single Instagram post or TikTok video from a well-executed show can reach millions, especially when influencers, celebrities, and press are involved. Each guest is mostly encouraged to share their favourite moments to help generate a buzz around the show.
Producing a runway show can be costly, with expenses starting at $10,000 for a small, emerging designer event and soaring to over $1 million for major brands. During Fashion Week in cities like Paris, New York, Milan, Lagos, and London, designers invest heavily to bring the fashion experience to life. Expenses like venue rental, model fees, styling, production, PR, lighting, and music make fashion shows a high-stakes but potentially high-reward investment. So remember to create and share great content to show support to the designers, especially if you enjoyed the show.
Thank the person who extended the invite and congratulate the designer
Expressing gratitude after a fashion show is not only thoughtful but also a reflection of professionalism and respect within the industry. Taking the time to thank the person who extended the invitation acknowledges their effort and generosity, especially when invitations to shows are often limited and highly curated. Equally important is congratulating the designer; runway shows are the result of months of hard work, creativity, and collaboration. A sincere message recognising the collection and the vision behind it goes a long way in building meaningful industry relationships and showing support for the artistic journey behind fashion.
With the right etiquette and a little preparation, you’ll not only enjoy the show to the fullest but leave a lasting impression for all the right reasons. Fashion shows are about more than just the clothes; they’re about community, creativity, and shared appreciation for the art of design. By showing up respectfully, engaging thoughtfully, and celebrating the work on display, you contribute to the experience in a meaningful way. Whether it’s your first show or your fiftieth, how you carry yourself speaks volumes.
