Front Row

Catwalk shows are an elaborate, and expensive, form of seduction. The lights, the staging, the models and the clothes are carefully designed to cast a spell over the delegates; one the designers hope will generate publicity and sales.

Front row seats are reserved for those whose verdict matters the most: the buyers with the most money and the fashion writers with the most influence. Also in the front row are key sponsors and the celebrities who act as media magnets.

Designers work with the event organiser, IMG Fashion, to navigate the intricate politics of seating; from ensuring the major fashion mags have the same number of seats to keeping rival department stores on opposite sides of the catwalk. On the day it’s up to the PR and seating director to guide them to the right seat and placate any wounded egos.

Hear from some of the people who have made it to the front row.

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Melissa Hoyer, Fashion and Style Commentator

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Godfrey Deeny, Fashion Wire Daily

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Belinda Seper, Belinda and The Corner Shop

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Janice Breen-Burns, The Age

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Kirstie Clements, Vogue Australia

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Colette Garnsey, David Jones