TWENTY minutes of heart-pounding visual stimulation.
Lights, cameras, make-up and scantily-clad females flying from one clothing station to the next.
One thousand beady eyes scrutinising every stitch that’s on show.
Some are sympathetic, others are ruthless, then there are the ones who fall hopelessly head over heels in love.
Each one is united in their slavery to social media, tweeting, Instagramming and Facebooking as if their lives depended on it. Careers have been broken by less.
Why would anyone put themselves through it?
Ask me in three weeks, when the curtain has fallen on Crave’s inaugural runway show.
The setting for wetting my baby business’s head is the closing show of this year’s Edinburgh International Fashion Festival.
I should just put this into context. Rankin and Helena Christensen are opening the show, and we are sandwiching Chanel muse Amanda Harlech and Versace darling Saskia Di Brauw – no pressure.
Except there is. The public sees a projection that lasts a matter of minutes.
We have been planning for months, all we have now is a hope and a prayer that it will be alright on the night.