Q&A: Ricardo Simich, VIP seater

Ricardo Simich

How did you come to be involved in Fashion Week?

Four years ago I came back from overseas and stuck my finger in and helped on side exhibits, then I came down as "media" two years ago and I sat in the bar most of the time. Myken and Pieter [Stewart, FW organisers] said to me 'Would you do Fashion Week and do front of house?' last year.

What is your role?

You've got the front of house and Denise Cohen, manager of the whole house. She's spent a month working with designers making seating plans. But the best-laid plans don't always work, so my job is to look after the front row. It can be stressful out in the lobby so I make them smile again when they get inside. I also fill up the front row if there are gaps with the right people. No white shoes, it really mucks up the TV.

You've worked at both Australian and New York Fashion Weeks, how does ANZFW compare?

There's no pushing or shoving here. New York is very sharp, but we're friendlier. As far as a concept and an arena, it's better here than New York, being able to walk across the waterfront and not be stuck in traffic. It's a slicker operation.

Most hair-raising moment?

Probably Nom*D. It was really dark, we couldn't see. We had little torches, but.

Most standout moment?

I'm hoping it will be Huffer [yesterday's final show]. It's my only show this week off-site and it's a much different group. The biggest highlight has been the buyers smiling.

Why do you love Fashion Week?

I like it because you can do one day and things can go wrong, but you've got the entire cycle of a week for things to evolve.

What's the most challenging thing about your role?

Not losing my cool. I didn't last year and I've still got 12 hours to go, so fingers crossed.

Favourite show?

Hailwood. Definitely Hailwood.