In an effort to find the truth behind our fashion industry fiction, I turned to Ashley Ward, a PR Coordinator for the DKNY & DKNY JEANS brands. I assumed the most common topic we are exposed to but unfamiliar with is fashion week, so we delved into the specifics of what these weeks actually mean in the fashion world.

My first question was in reference to how long her team actually spends planning for a specific fashion week. Her answer was simple- a long time.

“We usually start preparing for fashion week about 6 weeks in advance of the actual show. We start every season with a PR team meeting with a responsibilities calendar, specifically broken down by date. We go over as a team every task that needs to be completed in preparation for the show covering every detail from the largest task such as completing the seating chart, down to the smallest such as ordering office supplies.”

(Last minute seating at DKNY SS '15 // Photo via @DknyPrGirl)

Ashley further explains how important it is to remain organized during the weeks leading up to Fashion Week, however, sometimes things slip out of your control and you are forced to complete tasks last minute:

“Last minute changes are always to be expected and often important tasks are completed as close to the show as the night before. It’s not uncommon that the entire order of models and looks for the show can change at midnight the night before, as the show is based on model fittings. This can potentially cause the PR team to have to switch around and rewrite the whole press kit.”

Essentially, Fashion Week is a complete whirlwind all the way up to when the models walk down the stage. Is there a specific obstacle that is hardest to overcome? Ashley explained that the toughest obstacle is managing her normal workload on top of preparing for fashion week.

“In the weeks prior to fashion week, the everyday tasks of sample trafficking, communication with international partners and licensees, and the massive amounts of e-mails and phone calls don't slow down just because we have shows to plan. In fact, usually our everyday work life gets busier, in addition to the added to-do lists in preparation for Fashion Week. At DKNY, we have 3 shows to plan and coordinate- DKNY MEN, DKNY Women’s, and Donna Karan New York. We all work together as a team on all 3 shows no matter what your everyday role is.”

(Kendall Jenner backstage at the Donna Karan fashion show // Photo via @LordJenners)

It’s clear that every Fashion Week would cause added stress to a normal week, but is there one that is specifically stressful due to its known prestige? I was curious to know if there was a relative importance or hierarchy of the Fashion Weeks, for example is Paris more prestigious than New York? Ashley explained the difference:

The first fashion week is always in New York, then London, then Milan, then Paris, essentially creating a 'Fashion Month'. DKNY and Donna Karan are New York based brands, so we will always show in New York. In general, the fashion week you show at is based on the origin of your brand- American designers generally show in NY, British in London, Italian in Milan, and French in Paris. Many of the shows in Paris Fashion week are more prestigious then say shows in New York because they are couture shows. For example, Chanel shows in Paris are always extremely elaborate in their overall concept with a specific theme for their set design and show production as well as extravagant venues.

After addressing the struggles, obstacles, and stress of Fashion Week, I knew there had to be something that makes it all worth it. What is the most exciting part?

The most exciting part of fashion week is when the actual show begins. You spend weeks running around like crazy, pouring of all your hard work and energy with the sole end goal that the show runs smoothly and is a success. The actual length of a fashion show is usually only 15 minutes or less, so it goes fast when you think of all the time you dedicated for such a short period of time. Show day in general is extremely hectic, with teams set up all over the venue both front of house (where the actual runway is and the guests sit) as well as backstage (where models go through hair and make up, and where all backstage photographers are). There are so many elements that need to go together and so many members of the team spread out throughout the venue to make sure everything runs smoothly. Everyone communicates via headset and again, everyone has very specific roles that need to be completed. Once everyone is in his or her seats and the show actually starts, everyone goes silent on the headsets and the music starts blasting so loud that there is a silence among everyone else, and the only thing going on in that moment is the show. Once the actual runway show takes place and you can see the beautiful clothing and accessories you work so hard to promote go down the runway, that moment is where you see the end result and what makes all the stress and hard work worth it in the end.

(Backstage at DKNY SS '15 // Photo via @DknyPrGirl)

Ashley helped walk us through what is to be expected during the infamous Fashion Weeks: from the initial planning 6 weeks in advance, the increased workload, the hierarchy of the venues, and finally the most exciting part of the experience.

Do you currently work in the fashion industry? Have you helped coordinate a show? Share your experiences in the comments!

Follow Ashley Ward on Instagram: @Award831 // Follow DKNY on Instagram: @DKNYPRGIRL