Insiders' Fashion: Putting On A Show!

By Isabel Castrejón Pascacio. Photos by Eugenia Tinajero

Putting on a fashion show might look glamorous from the outside—runways, cameras, beautiful clothing, and stylish guests—but behind every polished moment is an intricate system of planning, people, and precision. Whether it's a local showcase or a full-scale production during Fashion Week, the success of any fashion show depends on teamwork, organization, and attention to detail.

The designer is the heart of the show. They create the garments and set the tone for the collection. Their involvement includes fittings, styling decisions, and often input on music, set design, and casting.

A fashion stylist collaborates with the designer to finalize the looks—pairing accessories, choosing shoes, and refining how each outfit will appear on the runway. The stylist also ensures that the looks are cohesive and camera-ready.

The hair and makeup team translates the fashion concept into a beauty look. Often led by a key makeup artist and head hairstylist, they work with the designer or creative director to define the look for the models and apply it quickly and consistently on show day. Stylist and makeup artist Zhiomara Ocaranza loves to translate her vision and the designers to ensure that it is cohesive and it moves the narrative forward: “Creating a look is much more than applying color, it is interpreting a vision, turning it into art, transforming a face into a canvas where beauty, fashion and creativity converge to tell the same story”.

Documenting the show is crucial. Professional photographers and videographers capture runway shots, backstage moments, and guest reactions for media, social platforms, and archives. Thanks to photography, it's possible to immortalize fleeting moments. In the case of the backstage of a fashion show, the reality of each character is documented before reaching the final scene: the runway. Fashion photography allows the designer to project their vision and inspiration, immortalize their garments, and, above all, provide context for our present, both politically and socially.

Fashion photographer Eugenia Tinajero knows that documenting a show is essential for a brand and it can have a big impact in what happens in culture afterwards: "In an environment where we consume up to 60 images per minute, standing out is a challenge. Even so, fashion images have a high probability of capturing attention: up to 80% when there is an aesthetic or emotional connection. Here, the photographer and the designer become visual storytellers with only seconds to make an impact."

At the helm of the project is the Creative Director or Show Producer. This person oversees the entire production, from the concept and mood board to the final walk. Ilaria Cipriani who has collaborated with important production companies shares her perspective: “The runway producer is the invisible thread that connects all the pieces of a fashion show. Their role goes far beyond coordinating schedules: they transform a creative vision into a concrete experience, taking care of every technical, logistical, and human detail so that everything flows seamlessly”. From pre-planning to the final applause “the producer ensures that the show's rhythm is coherent, that each professional—model, makeup artist, stylist, photographer—knows when and how to act, and that the final result is an impeccable staging. In a fashion world where immediacy, visual storytelling, and experience are everything, the producer's work has become more essential than ever”.

In a place like San Miguel de Allende, where art, design, and culture intersect, producing a fashion show comes with both unique challenges and rich creative opportunities. However, logistics such as limited venue infrastructure and the need to build awareness among a diverse local and international audience require extra planning and innovation. Initiatives like Wear San Miguel are working to bridge these gaps by supporting designers, engaging the community, and building a stronger fashion ecosystem in the city.

A fashion show is a layered creative production—part art, part logistics. Even for small or emerging designers, the number of people involved is significant. What unites everyone is a shared goal: to bring the designer's vision to life and leave a lasting impression on the audience.  Watch for the largest yearly fashion show in San Miguel, Fashion Parade, this coming October.

Isabel is an art history professor at the UNAM as well as founder of WearSanMiguel, and organizes Fashion Parade, the largest yearly fashion show in San Miguel