Several designers sharing one runway programme

A shared runway is common in fashion weeks, showcases and graduate shows. Each designer sends their collection down the same runway in turn. For the producer, it is one event. For each designer, it is the only collection that matters.

This page belongs to our guide to performing and visual-arts event photography.

What can go wrong?

Imbalance, and mix-ups. The first designer or the most dramatic collection collects the most images. A smaller label with fewer looks may end with a thin set. Worse, looks from different designers can be labelled wrongly, and a designer may find another's work under their name.

Both problems come from lack of a plan. A clear list and clear labels prevent them.

What should the plan include?

For each designer: the label name as it should be spelled, the number of looks, the running order, a contact and the credit wording. Add a minimum number of images for each and how they will be shared.

Our multi-event photography commission organiser is useful for gathering this. Our image-use and approval register records who approved what. Providing accurate names and roles for important event participants covers names.

How do we keep attribution accurate?

By sorting files by designer as soon as they are made, and by checking the look list against the running order. If the order changes on the day, a contact tells the photographer. Captions then name the label for each look.

Accurate captions, credits and event context explains how to describe images fairly. When a designer asks for a different selection from another, several artist representatives requesting different image selections helps.

What about the show itself?

The runway rules from fashion-show and runway photography apply: positions, lighting and press. With several labels, the show is longer and changes happen more often, which makes a reliable look list even more important.

A hypothetical example

For example, an emerging-designers show features five labels with between 4 and 10 looks each, over 40 minutes. The smallest label has four looks. The producer wants at least one full-length image of every look and a minimum of six images per label.

A plan could use a fixed position at the runway end, a second photographer for front-of-house, and a runner who confirms the order. Files are labelled by label and look number. Each designer receives their set and the producer receives the whole.

Fair representation

A fair record gives every designer a similar set. It does not mean identical collections look equal, and the photographer cannot make a weak look strong. It means that nobody is missed. Our guide to reviewing whether priority people and activities are represented fairly offers a check before delivery.

What to tell the photographer

Send the designer list with spellings, look counts, the running order and the producer's rules. Say who approves captions and how files should be delivered.

How does this affect the booking?

More designers means a longer show and more changeovers. A second photographer may be needed if front-of-house and backstage are both wanted. We confirm date, venue, crew and deliverables in writing when we confirm the booking. For general price factors, see how photography pricing and scope work.

Questions to settle

What is the minimum for each designer? Who confirms the look list? Will designers share images on social media? What happens if a designer withdraws?

Settling these in advance gives each label a fair, correctly named record.

A note on small labels

Smaller labels often have the least staff on the day and the most to gain from a good record. Ask each designer to send a short note with their collection's name, fabrics and any look they consider central. That note helps the photographer treat a four-look collection with the same care as a ten-look one, and it gives captions accurate detail.