Selling dreams

Rubin Singer dresses women like Shakira and Beyoncé. The fashion designer knows the importance of staging

Mr. Singer, Why are you presenting your new collection 10 000 meters above the ground?

The fashion world has seen almost everything, and many people are bored. It’s the designer’s job to surprise, to tell stories, to sell dreams. A catwalk in an airplane over the Atlantic – that’s something really new. Location, music, light: Fashion shows are always planned down to the last detail.

You have limited possibilities on a plane. How does that fit with your vision?

I’m having to improvise, of course. But I was prepared. We are demonstrating that it can all be done without irons, steamers and so on. And instead of showing long, opulent gowns, we are featuring pants suits and figure-hugging dresses. Compared with the usual shows, the atmosphere is intimate, with models and dresses just centimeters away from their audience.

Doesn’t fashion lose some of its magic that way?

On the contrary. Many designers are currently questioning the principle of fashion shows. Some have started turning out just one collection a year, which they immediately put on sale. Customers want to get closer to fashion, they are looking for a sensual experience of the craftsmanship and the fabrics that go into the clothes. On a normal catwalk, that is hardly possible. That’s why salon shows are held in small rooms, the way it used to be with haute couture.

The Fashion Flight is not only about clothes, though, it’s also about social media. What is the significance of this for you?

Social networks have radically changed pop culture: They influence people’s perceptions of us. Anyone can see immediately who I am, how I work and who wears my stuff, and they can form an opinion about all of that. This doesn’t always have a direct impact on sales, but it is fundamental to our brand imaging and public relations.