IN CONVERSATION WITH… GAWAIN RAINEY
Monday, January 9th, 2012
Gawain Rainey - founder of creative production company 10-4 – has worked with Jasper Conran at London Fashion Week for over seven years. He stopped by the studio this week to discuss next season and we chatted to him about the requirements for a successful LFW show, his background in the industry and what makes for a great production.
How long does it take to prepare for a London Fashion Week show?
The team meets with Jasper some months before the show to discuss initial ideas, but the collection is not anywhere near formed by then. Once we get more of an idea of the concept Jasper and I discuss ideas about production. We talk about how he sees the collection on the catwalk and it is just a building process from there. As we get nearer to London Fashion Week, some ideas will be eliminated and some will be added on.
What are the technical requirements for a London Fashion Week show?
For production it is very practical. You need to know a lot about how to do things, such as how tents are put up, lighting, sound and air conditioning. It is all the elements that you wouldn’t normally think about. For example, to build a runway 4m wide and 27m long, what are the implications of this, will you have to compromise on seating capacity? If you want to put a light somewhere - what light, do you have enough power and is there something to hold the light in? It is simple to come up with the concept, but it is the practicalities about how that idea is going to work which can be very difficult. Over the years, I have just picked up this knowledge.
What is your background in the industry?
I started out as a photographer’s assistant; but instead of following the route of photography, I worked in the production side of things instead. Once I’d gained some experience I started doing fashion shows, shoots and events. I didn’t do any specific training, it was very much about experience and things I’d picked up as a photographer’s assistant, such as lighting.
What are the key elements which make a great production?
Communication and efficiency is number one. You need to be able to communicate with the client and within the team. A very clear visual design, so the production doesn’t look like a mish-mash of ideas. Hard work and a very strong team. You need a team around you dedicated to doing this and making it happen for the client.