These are the Creatives Behind Fashion's Most Breathtaking Shows
The runway show is about fantasy, and these three creatives create sets beyond your wildest dreams.
As the future of the fashion show remains tenuous, there's no denying that designers have put on magical, awe-inspiring shows over the years. And behind every great runway show is a top-notch events producer and planner pulling the strings.
Alexandre de Betak, Dévi Sok, and Olivier Massart are three creatives who have been working behind the scenes of fashion shows for decades. Utilizing a mix of lighting design, choreography, and whimsical settings, they create the optimal environment for collections to shine.
Alexandre de Betak
Alexandre de Betak has been producing fashion shows since the age of 19. After moving to New York from Paris, de Betak produced Miu Miu's very first show in 1994, and also worked on Victoria's Secret's era-defining fashion shows in the aughts.
De Betak has organized several notable recent shows, such as Jacquemus Spring/Summer 2020, which took place in a field of lavender, and the over-the-top show for Tommy Hilfiger's Spring/Summer 2019 collaboration with Zendaya.
Dévi Sok
For Dévi Sok, the fashion show venue leaves room for imagination. Sok often opts to hold shows in warehouses, museums, and art galleries as opposed to the tradional event space, and has produced shows for Vivienne Westwood, Paco Rabanne, and Vetements.
The Cambodian-American began her fashion career in PR before moving into events, and can often be found surfing in Hossegor, France when not in Paris.
Olivier Massart
Olivier Massart founded the events-management company La Mode en Images in 1981, and has since produced more than 7,500 fashion shows, events, and exhibitions.
A pioneer, Massart did away with the traditional style of fashion show by adding lights, music, and a touch of theatrics. In the '70s, he worked with designers Paco Rabanne and Guy Laroche on using the way collections were presented to tell a story, and has been dreaming up new ways to do so since.
In addition to creating fantastical sets for the likes of Chanel, Louis Vuitton, and Alexander McQueen, Massart also worked on the Eiffel Tower's over-the-top centenary anniversary in 1989.
