For our latest edition of How Fashion Week Gets Made, we got inside the head of one of the nicest and hardest-working fashion publicists there is: Sidney Prawatyotin, Vice President of Fashion at Krupp Group. His clients are some of the best young designers out there and we look forward to attending their shows each season, largely because Sidney always makes us genuinely want to. Read on to find out how he does that and some crazy situations he’s encountered along the way.
What shows are you working on for NYFW?
Chris Benz, Kaelen, Lela Rose, Obakki, Rachel Antonoff, Rachel Comey, and Steven Alan.
How long before fashion week do you start preparing? What goes into that?
The team and I start planning immediately after fashion week is over. We scout venues, hold time slots and then some. The bulk of the work comes two months prior to fashion week–getting the lists together, sending out invitations, pre-show press, and then the seating chart. The seating chart is a puzzle. I compare it to a game of human tetris, a game we always win of course.
What does an average day look like for you right now?
What does an average day look like for you on a show day?
What is the biggest disaster/scare you’ve come up against over the years?
Spring 2007 shows in September 2006. I was finalizing a seating chart at a designer’s studio the evening prior to their morning show. The designer’s dog knocked over my laptop, damaging my hard drive. Everything was erased–contacts, email addresses, rsvps and, yes, the seating chart! Fortunately, I had the data backed-up in my head. No one had any idea what happened…well, until now.
What is the most challenging aspect of fashion week for you and your team?
The most challenging part is also the most rewarding. It’s problem solving. Although somewhat helpful, there’s only so much a timeline can do. There are so many things that get thrown our way unexpectedly and it disrupts the flow. The team and I have to constantly come up with a plan B (and sometimes Z). Our team has the skills to survive anything–and I’m not just talking about heels in a snow storm (Hello, February 2011).
What is the most fun aspect?
The most fun aspect is seeing the designers’ vision for the season come to life.
What’s the first thing you do once fashion week is over?
We’ll be getting ready for the next season. But after this fashion week, I’m going to catch up on some missed episodes of Downton Abbey.