The Backstage Creative Process as a Practice of Fashion Design

The aim of the article is to analyse the functions of backstage participants in embodying the designer’s creative concept and the features of highlighting the creative process in the information and media space. Results. An analysis of the backstage creative process is presented, its time peculiarity is highlighted and analysed. The functions performed by backstage participants such as project manager or show producer, media group or PR manager, photographer, designer, stylist, beauty stylist (hairstylist and makeup artist), and model are clarified and identified. After analysing the role of the model in the creative process of backstage, it should be noted that due to the external data and internal state corresponding to the concept of the collection, the model enhances the impression of clothing perception in aesthetic and emotional aspects. It is emphasised that backstage serves as an effective means of communication between the designer and his consumer audience; its purpose is to prepare models for the show and implement various tasks by all show participants. A unique feature of backstage is the final realisation of the designer’s idea during the creative work of makeup artists, hairstyle designers, and show stylists. Scientific novelty. Exploring the significance of the roles of all its participants, highlighting the experience of successful Ukrainian and international designers in documenting and coverage in fashion publications and accessible resources of the backstage features in the formation of the runway image, will contribute to a more conscious use of its advantages by designers and a more effective promotion of clothing collections to a wide consumer space. Conclusions. The following backstage functions are identified: implementing the designer’s artistic idea regarding the concept of the collection as a whole and each individual image for the runway presentation; enhancing the emotional impact of the collection on the viewer/consumer through the observation of the backstage process (photos and videos); promoting the collection’s garments; maintaining or creating a positive image of the designer; accumulating photo and video content as part of the company’s history and materials for future editing of advertising, documentaries, and more