Organizing a fashion show: The important legal aspects

When we watch, either on television or on social media, a fashion show, such as for example that of the Dior fashion house in Athens in 2021, we see a spectacular show. However, behind all this glamour there is necessary legal preparation, in order to achieve a flawless result, without violations, delays or unforeseen events.

First of all, when a fashion show takes place in a public or historical space, as in the example of Dior Cruise 2022 at the Panathenaic Stadium, a special permit for the concession of use of a public space by the competent public authority is required. 

In certain cases, the concession of a public space may also be connected with broader obligations or commitments of the brand, such as a financial contribution for the restoration or maintenance of the space, the support of cultural actions or other initiatives of public interest. At the same time, such events also function as a means of international promotion of the country, as they connect the image of the fashion house with important cultural landmarks.

By contrast, when the fashion show takes place in a private space, such as a hotel, private estate, gallery or showroom, then a temporary lease agreement or agreement for the use of the space is usually required, between the owner or manager of the space and the fashion house.

The basic terms included in the temporary lease agreement are:

• Identification of the facilities. That is, the exact location that is conceded or leased

• Schedule of activities, for example the start and end time of the fashion show

• Fees that fashion houses are required to pay for the realization of the fashion show

• Description of the rights regarding the arrangement of sets and technical equipment

• Filming rights for the fashion show and permission to use the audiovisual material

• Insurance. Protection in the event of injury to employees or models, fire, etc.

• Cancellation policy

• Date of receipt and delivery of the leased space. When the fashion house receives the space from the owner of the space, so that it can begin the organization of the fashion show and the installation of the sets. The delivery date refers to the date on which the fashion house “delivers” the leased space back.

Then, the second important aspect relates to the contracts between the fashion house and the models who will present the space, which include terms such as the services the models will provide or their fees, image rights and restrictions that the models may place e.g. there is a condition that the model does not allow their hair to be cut short.

Finally, in terms of the "front row», i.e. the guests, who may be either influencers or actors or singers, the brand communicates directly with them. Since mostly these guests are mostly ambassadors or just frequently promote the brand's products, they are obliged to make clear the financial or any kind of relationship between them. This should be stated with clear and unambiguous words to consumers, such as #ad, #sponsored etc.

We note that the process of organizing a fashion show is anything but simple, as the house will have to adapt to the laws of each state that it chooses to present its creations, and will have to consider in detail every legal aspect.