ZING
shows are held there, including the
furniture, automobile, and movie/
television programming fairs.
Security is especially tight for the
fashion shows since designers are
notoriously jealous of their collec-
tions. And rightly so, since a "fashion
spy" with a camera can "knock off"
a garment before the designer him-
self can bring it to market.
Most of the audience, especially
loyal buyers and important journalists,
have received their highly prized in-
vitations a month in advance. Those
without invitations must go through
endless channels. Calls to the de-
signers' public relations firms go
unreturned. When an official is
reached, callers must substantiate
their identity. Their store or magazine
or newspaper may be called for verifi-
cation. Even then, the store or pub-
lication must be considered
influential enough to warrant the in-
vitation. After all, every seat in the
theater represents potential revenue.
Before a show, the hallways of the
Fiera buzz with activity. Gossip about
the hot collections or who bombed.
Freelance photographers trying to cut
deals for their pictures. The press
room is always crowded, with re-
porters typing frantically or phoning
their editors.
Stories abound about the lengths
to which people go to get into the
shows. Sometimes, even those with
invitations are prevented from enter-
ing by fire marshals. Respectable jour-
nalists and buyers have been known
to argue, scream, plead, sneak in
through back doors, pretend to be
photographers' assistants, even bribe
security guards. Some are simply
reduced to tears at the prospect of
missing an important show.
Once inside the theater, the lines of
power and status are clearly drawn.
The stage is T-shaped, and all seats
are reserved. The first three rows on
each side are like being ringside at
a major prizefight. They are filled with
the elite among the buyers and the
press along with a smattering of cele-
brities, usually personal friends of the
designer.
Photographers from around the
world take their place directly be-
neath the stage and also behind the
rows of seats. The lights dim, the