Who gets invited to fashion shows, how seating works and why the front row became part of the show.
By Shreya S · Last reviewed 1 November 2026
Who sits in the front row at fashion shows?
- The most influential editors and critics
- Top buyers from major department stores
- Celebrities and brand ambassadors, often dressed by the house
- Important clients and VICs
- Leading creators and influencers
How is fashion show seating decided?
By the brand’s PR team, who plan a seating chart weeks ahead. Front-row seats signal status; rows behind go to other press and buyers; and many guests are given standing places at the back. Where you sit is read as a sign of how much the brand values you.
Why are there so many celebrities in the front row?
Because their photos and posts reach far more people than the show itself. Many are paid ambassadors whose contracts include attending shows. Their arrivals are now covered almost as closely as the collections.
Read on Ayerhs: Muses and ambassadors · The Evolution of Celebrity Influence in Fashion · Attending Fashion Week