Alexandre de Betak’s Curated Spaces of Fashion

Have you ever found yourself wandering off in your head during a runway show, wondering about the sheer effort behind it all? The garments, the models, the choreography, the set design… The list is literally an endless mood board. If you are curious enough to peek behind the curtains of backstages, you’ll find one name that keeps appearing—Alexandre de Betak. As we step into the meticulously curated worlds of runway fashion, De Betak stands there like a maestro, orchestrating experiences that stretch beyond mere clothing and create a new form of expressing creativity.

The word “fashion show” can be many things at once but its surely not just about clothes. A new form of storytelling, a medium that can evoke emotions as powerfully as any film or piece of art, a very dramatic wordless act of theatre… It’s no longer just about sitting front row and watching—it’s about being immersed in a vision, a curated reality where no piece gets left out. 

Needless to say, fashion runway shows weren’t always the grand spectacles we know today. It was the late 80’s and fashion was about to burst a bubble and transcend mere clothing exhibitions into full-blown cultural events.Enter Alexandre de Betak, as fashion was taking a multi-disciplinary form merging with art, music, and theater together, larger-than-life settings were soon to follow. Whether it was the disco-futurism of Dior’s 2018 Couture show or the minimalism of Saint Laurent’s stark runway against the Eiffel Tower, de Betak blurred the lines between fashion and performance art. By approaching the runway as a stage for immersive, multi-sensory storytelling, de Betak started piecing together experiences.

“It’s not just about showing clothes, it’s about building an entire world”

Alexandre de Betak

So, how did De Betak get into this? Needless to say, De Betak’s approach to show production was as unorthodox as his creative vision. Growing up in France in the 1970s, he was fascinated by both art and fashion, and at the age of 19, he started working for photographer Jean-Paul Goude. From an early age, photography was centered in his life. Working in gigs around the states and overseas he quickly developed an eye for image which led to his comprehensive approach to show design. Then a moment stopped being sufficient, flowing theatrically he got driven by a desire to break the mold of what a fashion show could be. He envisioned shows as a cinematic experience, where every element was designed to immerse the viewer in the designer’s vision.

De Betak’s quickly became known for creating emotionally charged, multi-sensory environments where set design, lighting, and music form a cohesive narrative. It’s an act of theatrical minimalism, ordered to create an immersive environement without trying to be the center of attention. Bold contrasts, mirrored mazes, large-scale installations, personal hues of color and most importantly the intimate focus on clothes. Co-creating at its finest. 

It’s about connecting, collectively experiencing creativity and the genius behind it. It invites people to step into a meticulously curated world—an escape where art, culture, and style collide, celebrating the boundless expressions of fashion. It’s a shared experience, where the love for clothing becomes pure and visceral, resonating with every individual in the audience. When the show is over and all the curtains are drawn, there is an Alexandre de Betak peeking at us from the backstages.