What Happens Before the Spotlight?
Tic… Toc... The clock is ticking, adrenaline rush is rising, the rhythm is increasing… We are few days apart from the most awaited moment of each season: The Haute Couture Show.
We embrace the new year with a new milestone: it’s the 10th year of Tony Ward Couture catwalk held from the heart of Paris… and still the rush of the Couture Fashion Show preparation is yet to be the same. Every. Single. Season.
We reveal the inspiration, the press release, talk about the statement pieces, the fashion show itself with its front row, we spread the beautiful pictures straight from the runway… but we never talk about what lies beneath the surface, about what happens in those endless months, days and hours that take to prepare for a 10mins Fashion Show.
Documenting it into words won’t give it justice. Stepping into the Ateliers Ward during this period is a scenery on its own, a chaotic beauty where the fascinating rush occurs.
Tony comes in for his usual morning tour around 8ish to check each and every thread, to make changes, to adapt to situations and to make sure the rhythm is flowing smoothly and firmly.
We hear the loud voice of the Chef D’Ateliers motivating the tailors, we feel a sense of challenge among them to keep going and to push forward for those innovative techniques to "make sense” into the dresses, we spot different shapes on the tables, different geometrical shadows, sharp angles, three-dimensional embroideries, outstanding volumes… The pulse of the magical hands working around the clock to create the pieces with the most intricate detailing, designers roaming around the Ateliers making sure the sketch is coming to life.It has always been about the detailing for Tony, and especially for this season’s inspiration. He goes into details for the bigger picture.
By collaborating with these four actresses, the brand celebrated diversity and global influence, highlighting the magic that was to unfold on the runway.
As the night drew to a close, the air was thick with excitement and anticipation. The countdown to the Fashion Show had officially begun. With the merge of Tony Ward’s pieces and the grace of the chosen actresses, the Fall Winter 2023/24 Couture collection promised to be a true spectacle, capturing the hearts of fashion aficionados worldwide.
Our willingness to push boundaries and dedication to creating masterpieces transcend time and trends have solidified us. The night before the show gave us a taste of the extraordinary, leaving us longing for more. The grand unveiling of the Fall Winter 2023/24 Couture collection was sure to be an unforgettable experience, where artistry and fashion would merge seamlessly, leaving an indelible mark in the realm of luxury couture.