Chapter 187: Budgeting Wisely

[Chapter 187: Budgeting Wisely]

The arrival of Anna Wintour caused quite a stir, as expected. As the reigning queen of the fashion world, brands treated her like royalty, though it wasn't every day she could grace their events. Her presence at the sTray's show was a testament to her affection for the brand.

Ryan hurried over to greet her, chatting amicably while introducing the show's design theme, which the Olsen sisters had prepared him for in advance.

Antoine Arnault followed closely behind Ryan, showing the utmost respect towards the fashion icon. "I was just looking for you."

Anna nodded at the young LVMH prince, replying nonchalantly, "You're here about the event, right? However, I've already decided to check out what Frida Giannini has attempted this year."

Frida Giannini was the newly appointed creative director at Gucci, a brand under Kering, seen as a fierce rival to LVMH.

Anna's longevity in the fashion scene was not just due to her experience but the dynamic chaos among major fashion conglomerates, which allowed her to maintain a strong position. This was the fundamental reason why a fashion editor like her garnered such prestige.

"Alright then," Antoine grudgingly accepted her decision, silently cursing the old woman while maintaining a facade of a smile.

Then he saw Ryan smiling at the side and wondered how this young American managed to secure the esteemed presence of Wintour time after time.

...

The guests settled in, and the show began. Models strutted down the runway in outfits brimming with "street" elements, yet they appeared anything but streetwise -- strange, rather. Leading the pack was Karlie Kloss. This wasn't Ryan's favoritism; after surviving a public scandal, Karlie had earned Taylor's "forgiveness" and stepped back into the limelight with a music video that launched her career. Now, she was making waves in the fashion industry, landing a major walk for Dior's womenswear.

This fashion week included runways for high-profile brands such as Prada, Jil Sander, Versace, Alexander Wang, Alexander McQueen, Chloe, Kenzo, and Givenchy, among others.

Moreover, she graced the covers of Vogue Brazil, France, Italy, and featured in five stories for the American edition.

Ryan learned from Fizz that Karlie's schedule was booked up to summer that year. In a twist of fate, her involvement in the scandal seemingly turned into a blessing for her career.

Of course, her own hard work played a significant role too. Sitting next to Karl Lagerfeld, Ryan was surprised to see how well Karlie suited even the ugliest of outfits.

The garment barely covered Karlie's backside, likely designed by the Olsen sisters to showcase her long legs. Whatever the case, the cold-toned lighting made her a striking sight.

Men and women alike were captivated by her presence as a hush fell over the audience; everyone turned their heads in sync with her movements.

As she turned and walked back, Ryan felt it was his duty as the model's employer to check if she had safety shorts under that daring dress, which eased his mind.

Backstage, wardrobe malfunctions were common. It reminded him of how Gisele Bündchen shot to fame after Alexander McQueen had her strut the runway wearing nothing but pants. At that time, Gisele was not much older than Karlie was now, and the stylist, feeling sorry for her, had to use Gisele's long hair to cover herself. The moment was made even more memorable when Gisele burst into tears, her eyeliner streaming down her cheeks, creating a dramatic effect.

Ryan didn't think much of it until he noticed that Karlie spotted him. She raised an eyebrow but didn't look away.

...

The runway show lasted about thirty minutes, concluding with Anne Vyalitsyna. Having graced the Victoria's Secret runway before, she was no stranger to attention, though she had never had the closing slot for major shows. It was important to remember that Anna Wintour sat in the front row.

In contrast to Karlie's rigid pace, Anne's walk was confident and bold. Standing at 5'9", her legs drew eyes from all around. She started her career as a print model, exuding a natural and approachable smile, and as she passed Ryan, she made a point to wave.

In the audience, Ryan immediately felt many pairs of eyes on him, especially from the men who likely envied him, being with a star singer and flirting with a top model.

Standing up as the models returned for the finale, Ryan found himself at the center of the runway, surrounded by the returning models as the event concluded successfully.

...

Unlike before, Anna Wintour maintained a composed expression throughout; she didn't seem shocked this time. While there were no furrowed brows, today's presentation lacked the impact of Ryan's previous show.

She quickly identified a shift in the design language and theorized that this wasn't Ryan's work, a common but unspoken understanding in fashion circles -- especially with her daughter involved, Anna wouldn't voice her thoughts out loud but didn't seem inclined to offer praise either.

After the show, faced with media inquiries, Anna gave a few vague comments.

...

"Are you saying the outfits on the runway won't be sold publicly?" Ryan felt a headache coming on.

"This is high fashion. High fashion isn't for everyday wear; it's a showcase of the brand's design language. Think of it like concept cars released by auto manufacturers. It reveals the limits of the brand," Ashley explained.

"How much did the whole show cost?" Ryan pressed.

"From the design team's expenses to fabric, venue rental, hiring models, setting up the venue, paying the staff, coordinating media, and various incidental costs, it adds up to around a million dollars," Mary-Kate added.

That amount could fund several concerts.

Ryan knew the budget shouldn't be calculated that way, but it still made him wince.

Moreover, the launch was just one segment of the brand's overall expenditure.

"If we want to grow the brand, marketing is crucial, and it requires a substantial initial investment," Ashley warned him.

"I'll figure out a way to solve this," Ryan instinctively replied.

"Fine, I'll call you later," Ashley said.

"No, I'm not talking about paying for advertising. I'll figure out a way myself." Ryan knew that this was not a design brought about by déjà vu. He would not invest easily before he was sure. He could only adopt another more economical way of promotion. In this regard, the Beats headphones set a good example for him.

Relying solely on star power was one viable option, but he needed more.

"There has to be follow-up promotion. Even if there is no advertising, we'll still need to arrange photoshoots to take promotional photos, hire a few models and photographers," Ashley added.

While this part wouldn't cost as much, Ryan still wanted to save wherever possible.

"Find Karlie Kloss; she'll be a big help," Ryan nodded.

"One isn't enough," she countered.

"Got it," Ryan acknowledged, glancing at Elizabeth Olsen standing nearby, a lightbulb going off in his head.

"You're too pretty not to shoot some promo photos," he mused.

So far away yet so close at hand, these three from the Olsen family are celebrities, having them endorse him wouldn't hurt.

When Elizabeth heard Ryan compliment her looks, she felt a rush of happiness but soon realized it might not suit her.

"Me? I'm not sure if I could pull that off," she said, shyly smiling.

"There's no harm in trying. You fit our design perfectly, your height is just right." Ryan nodded, then looked at the Olsen sisters. "Come on, let's get your sister in on this," Ryan encouraged, directing his attention to Ashley. "As older sisters, you shouldn't hide behind."

"Alright," Ashley relented.

"I'll go find a few more models to join us. It's settled," Ryan concluded as he left the room, heading toward the backstage area.

*****

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