Stefan Beckman has redefined the role of set design in fashion shows, transforming runways into captivating environments that enhance the storytelling of a collection. For over two decades, Beckman has collaborated with fashion's most prestigious designers, including Marc Jacobs, Coach, Tom Ford, and Victoria Beckham, elevating their presentations into full sensory experiences.
Beckman’s approach to set design is far from conventional. For him, the runway is more than just a stage; it's an extension of the collection itself. His sets do not merely provide a backdrop for the clothes, they amplify the themes, aesthetics, and emotions of the collection. From Marc Jacobs' surreal settings to Coach's nostalgic American dreamscapes, each Beckman-designed set is tailored to the vision of the designer while adding his signature touch of drama and fantasy.
For Marc Jacobs, Beckman has designed some of the most memorable fashion show sets in recent history. His sets often feel like theatrical productions, where the scenery interacts with the collection in a way that draws out deeper emotions. One of his most iconic works was the Spring/Summer 2014 set for Jacobs, where he transformed the Park Avenue Armory into a dilapidated beach. The set featured weathered props, from dilapidated piers to scattered beach debris, immersing the audience in a dystopian seaside landscape. It was a powerful visual metaphor for the themes of decay and beauty in the collection. Beckman recalls it as one of the most challenging and rewarding sets he’s created, as its scale and complexity left audiences in awe.
The key to Beckman’s success lies in his ability to create sets that resonate with the broader narrative of a collection. For him, set design is about enhancing the message a designer wants to communicate. His collaborations with Coach are known for their cinematic quality, often reflecting the brand’s American heritage. For instance, his roadside motel set, drenched in neon lights, evoked a sense of nostalgia and Americana, transporting the audience to a place that felt both familiar and dreamlike. This ability to infuse storytelling into set design makes Beckman’s work stand out in an industry where visuals often speak louder than words.
While some designers prefer a minimalist approach, Beckman’s designs are unapologetically bold. He has a knack for creating immersive worlds that not only complement the clothes but also enhance the overall experience for the audience. His sets often evoke a dreamlike quality, blending elements of surrealism with pop culture references. The all-red apartment for Marc Jacobs, reminiscent of Vogue legend Diana Vreeland’s iconic red room, was a striking example of how Beckman blends high fashion with cultural symbols to create unforgettable moments.
Beckman’s long-standing creative partnerships with designers like Marc Jacobs have allowed him to develop a deep understanding of their creative processes. With Jacobs, in particular, each show is a new challenge, as themes and ideas shift dramatically from season to season. This dynamic collaboration has produced sets that feel like theatrical spectacles, with music, lighting, and set design working together to evoke powerful emotions. Beckman describes Jacobs as a "great director orchestrating all of the details," and the results are nothing short of mesmerizing.
For Coach, Beckman’s approach is more cinematic, often tied to the idea of the American dream. These shows evoke a sense of nostalgia, a longing for the past, and an idealized vision of the future. The settings, whether a pink house or a vintage roadside motel, feel like they’ve been pulled from a classic film, adding depth to the presentation of the collection.
While he works closely with designers to bring their vision to life, Beckman often pushes the boundaries, introducing bold ideas that add a unique edge to the shows. His goal is always to create an environment that enhances the clothes without overshadowing them. He ensures that the set complements the narrative of the collection while standing on its own as a visual statement.
One of the defining characteristics of Beckman’s work is its temporary nature. Fashion shows last mere minutes, yet the impact of a well-designed set can leave a lasting impression. Beckman embraces the fleetingness of these experiences, knowing that for a brief moment, the audience is fully immersed in the world he’s created. His work for Marc Jacobs and Coach, in particular, reflects this desire to make an emotional connection with the viewer, even if it’s only for a short time.
Despite the transient nature of fashion shows, Beckman’s sets are meticulously crafted, often involving intense planning and quick execution. He admits that many of his most elaborate sets are conceived and built in just a matter of weeks. The fast-paced nature of the fashion industry means that collections often come together at the last minute, requiring the set design to be flexible yet impactful.
Beckman’s work consistently pushes the boundaries of what a fashion show can be. He is not afraid to take risks, whether it's building a surreal beach scene for Marc Jacobs or creating a minimalist, digitally projected landscape. His ability to move between grand, over-the-top designs and more pared-back, conceptual sets speaks to his versatility and understanding of what each show requires.
As fashion shows continue to evolve, especially in an era dominated by social media, Beckman has adapted his work to meet new demands. Instagram and other platforms have increased the pressure on designers and set designers to create "Instagrammable" moments, something Beckman acknowledges as both a challenge and an opportunity. His sets are often designed with this in mind, ensuring that they not only captivate the live audience but also translate into powerful images that can be shared and remembered long after the show is over.
Stefan Beckman has revolutionized the role of set design in fashion, turning runways into immersive environments that leave a lasting impact. His work for designers like Marc Jacobs and Coach has helped shape the visual identity of these brands, creating unforgettable experiences that go far beyond the clothes themselves. His ability to tell stories through his sets, combined with his fearless creativity, ensures that he remains one of the most influential set designers in the fashion industry today.
Photography by Sefan Beckam
Comments