Actor Sonam Kapoor’s recent front row pictures at the Burberry Prorsum 2012 Womenswear show at the London Fashion Week made the right noise back home.
Dressed in a grey chiffon pleated dress with peep-toe sandals, she was seated between boxer Amir Khan and Will.i.am of hip hop group Black Eyed Peas. If an Indian fashionista wants to prove that she has arrived on the global fashion scene, such pictures do the job.
So what is it about the front row at fashion shows that makes it much coveted — with everyone from celebrities to socialites to media professionals trying their best to be seen there?
Prominent socialite and a front row regular Salloli Kumar explains, “The front row worldwide is a serious place mainly reserved for those who are serious fashion afficianados. This means not only the stylish fashionistas but also those who are connected to it in terms of their profession, business or platform. Many of us simply request the designers for the coveted front row seat. And most oblige.”
Salloli agrees that it takes more than contacts, a good rapport with the designer and status to be seated in the front row. She says, “I usually discuss with the designers the exact colour scheme of their collection. For example, this fashion week, designer Jenjum Gadi and I discussed the stylisation and I wore a Northeast outfit in his honour. Many of us get styled by designers whose first row seats we are seen in.”
Talking about the importance of the first row, designer Nikhil Mehra says, “After the stress of making an entire collection, the second stress for a designer is finalising the front row. It’s a Herculean task, especially at fashion weeks. The front row has always been a status symbol, it’s where important people get to see other important people. It also defines the designer’s clientele, it’s a powerful and glamorous place to be.”
Designer Jenjum Gadi agrees with Nikhil and adds, “It’s also a brand-building process. It differs from designer to designer, while some don’t care much about it, others go out of their way to fill their front rows with celebrities. It also shows how strong your brand is. It’s not just glam, it’s serious business.”
For PR professionals, it’s literally the ride to hell when celebrities demand and command a front row, and throw tantrums and walk off in a huff when they don’t get it. Reveals Vineet Kumar, a PR professional, “It’s really a very tedious task handling celebrities for the front row. The problem is more pronounced when one is handling an A-list designer — everyone wants to be seen seated right in front. A seat a row or two behind is perceived as an insult.”