Antonius Fashion Show

Estonian National Museum / Antonius Fashion Show 2023 / Photography by Andero Kalju

Head Organizer Assistant

As Head Organizer Assistant, I played a key role in translating creative vision into flawless execution, supporting the head organizer across all phases of the fashion show — from early concept development to live production and post-show wrap. The role required a high level of organization, aesthetic awareness, and real-time problem solving within a fast-paced, high-pressure fashion environment.

Startegic planning & creative alignment

• Assisted in shaping the overall show concept, structure, and narrative in alignment with designers’ collections and brand identity

• Supported the development of detailed production timelines, show rundowns, and backstage schedules

• Ensured creative, technical, and operational teams were fully aligned on vision, pacing, and execution

Production Management & Logistics

• Coordinated venue logistics including spatial layout, runway design, seating plans, backstage zoning, and technical requirements

• Assisted in managing production budgets, vendor quotes, resource planning, and cost efficiency

• Oversaw preparation and installation of staging elements, lighting, sound, and visual components

Designer, Model & Talent Coordination

• Acted as a central point of communication between designers, models, stylists, choreographers, hair and makeup teams

• Assisted with model casting coordination, fitting schedules, lineup sequencing, and designer approvals

• Ensured all creative talent understood call times, rehearsal requirements, and show flow

Year 2023

Rehearsals & Show Flow Control

• Assisted in organizing rehearsals, walk-throughs, and technical run-throughs

• Supported cue calling for models, music, lighting, and stage transitions

• Monitored pacing and timing to maintain rhythm, impact, and audience engagement

Live Show Execution & Crisis Management

• Supported real-time show execution, adapting quickly to last-minute changes, delays, or technical issues

• Problem-solved under pressure to maintain professionalism and continuity during the live event

• Ensured the show maintained its intended aesthetic, energy, and narrative throughout

Guest, Media & Front-of-House Support

• Assisted with guest list coordination, seating hierarchy, VIP handling, and media placement

• Supported front-of-house teams to ensure smooth guest flow and a polished audience experience

• Helped uphold brand presentation and event standards across all guest-facing touchpoints

Backstage manager

Year 2023-present

Backstage Operations & Workflow Design

I designed and managed the entire backstage workflow, establishing clear zones for dressing, styling, garment storage, quick changes, and model circulation. This included planning movement paths to eliminate congestion, defining responsibilities for each backstage role, and creating systems that supported speed, accuracy, and calm execution in a high-energy environment.

As Backstage Manager, I held full operational control of all backstage activity, ensuring the seamless translation of creative vision into precise runway execution. This role required strategic oversight, strict time management, aesthetic sensitivity, and the ability to lead multidisciplinary teams under intense, live-show pressure.

Runway Timing & Cue Control

I was responsible for maintaining the show’s timing and rhythm, controlling model call times, lineup order, and runway entry and exit cues. Working closely with the show director, I ensured synchronization between models, music, lighting, and stage transitions, preserving the intended pace, narrative, and emotional impact of the show.

Model Management & Discipline

I supervised all models backstage, ensuring punctuality, professionalism, and readiness at every stage of the show. This included managing lineup order, last-minute adjustments, posture and walk readiness, and maintaining focus and composure under pressure. I served as the final authority before models stepped onto the runway.

Garment, Look & Detail Control

I oversaw garment organization and look accuracy, ensuring every outfit was correctly prepared, steamed, accessorized, and styled according to designer specifications. I managed outfit labeling, look sequencing, and quick-change logistics, preventing errors while maintaining the integrity of each designer’s vision.

Styling, Hair & Makeup Coordination

I created and managed detailed hair and makeup schedules for all models, ensuring efficient sequencing, workload balance, and on-time completion. I coordinated closely with hair and makeup teams to align creative direction with show timing, enforced strict call times, and ensured every model was present exactly when and where required to maintain uninterrupted backstage flow.

Team Leadership & Backstage Staff Management

I led dressers, assistants, volunteers, and backstage staff, assigning tasks, enforcing timelines, and maintaining clear communication throughout rehearsals and live execution. I created an environment of discipline, efficiency, and collaboration, essential for high-pressure show conditions.

Crisis Management & Real-Time Problem Solving

I handled unexpected backstage challenges such as missing garments, fit issues, delayed models, or technical disruptions. Through rapid decision-making and calm leadership, I ensured solutions were implemented instantly without impacting runway flow or audience experience.

Creative Integrity & Show Standards

I safeguarded the creative integrity of the show by ensuring backstage execution matched the designers’ and organizers’ intentions. Every movement, change, and cue was executed with precision, maintaining the show’s aesthetic, professionalism, and luxury standard.

Model Casting Manager

As Model Casting Manager, I held full responsibility for the development and execution of the model lineup, ensuring each designer’s creative vision was translated into a cohesive, impactful runway presentation. This role required strong aesthetic judgment, strategic planning, precise coordination, and clear communication with designers, models, and production teams under the fast-paced demands of live show production.

Casting Strategy & Creative Alignment

• Collaborated closely with designers to understand the identity, mood, and narrative of each collection, translating creative direction into strategic casting decisions that supported the overall show concept.

• Developed casting strategies aligned with collection values, silhouette requirements, and visual cohesion across multiple designers and collections.

Model Sourcing, Selection & Evaluation

• Sourced, evaluated, and selected models based on runway presence, proportions, versatility, and alignment with each designer’s aesthetic vision.

• Conducted casting calls, reviewed portfolios, and made final model selections in direct collaboration with designers to ensure confidence in every runway look.

• Contacted model agencies to secure experienced professional models, supplementing the predominantly volunteer cast.

Designer Communication & Casting Approvals

• Maintained continuous, direct communication with designers throughout the casting process, presenting model options, gathering feedback, and implementing changes in real time.

• Ensured designers were fully informed and involved in casting decisions, look assignments, and runway order approvals.

Fittings, Measurements & Look Assignment

• Coordinated model measurements, fittings, and confirmations to ensure precise pairing between garments and models.

• Assigned runway looks and walk order in collaboration with designers and stylists, balancing proportions, styling requirements, and visual storytelling.

Scheduling, Call Times & Model Coordination

• Created and managed detailed schedules for castings, fittings, rehearsals, and show-day call times to ensure smooth production flow.

• Ensured all models arrived exactly when required, were fully prepared on time, and clearly understood professional and logistical expectations.

Model Training & Rehearsals

• Organized catwalk practices and runway training sessions to prepare predominantly volunteer and inexperienced models for show day, focusing on posture, walk technique, and stage presence.

• Supervised models during rehearsals and technical run-throughs, ensuring lineup accuracy, spacing, walk timing, and runway readiness.

• Worked closely with backstage and production teams to integrate casting logistics seamlessly into overall show operations.

Professional Standards & Model Conduct

• Enforced professional behavior, discipline, punctuality, and presentation standards among all models.

• Acted as a central point of accountability between models, designers, and production teams.

Live Show Execution & Crisis Management

• Played a key role during live show execution, responding quickly to last-minute casting changes, lineup adjustments, or unforeseen issues.

• Maintained calm, authoritative leadership in a high-pressure environment, ensuring professional standards, show continuity, and visual excellence throughout the event.

• Kept designers informed and reassured in real time during live execution, safeguarding creative integrity under pressure.

Sponsorship deals

As Model Casting Manager, I held full responsibility for the development and execution of the model lineup, ensuring each designer’s creative vision was translated into a cohesive, impactful runway presentation. This role required strong aesthetic judgment, strategic planning, precise coordination, and clear communication with designers, models, and production teams under the fast-paced demands of live show production.

Sponsorship Strategy & Brand Alignment

• Developed comprehensive sponsorship strategies that aligned sponsor brands with the show’s aesthetic, target audience, and creative direction.

• Researched and identified potential sponsors whose values complemented the designers’ vision and event goals.

Proposal Development & Pitching

• Crafted tailored sponsorship proposals, pitch decks, and partnership packages highlighting mutual benefits and brand visibility opportunities.

• Presented proposals and negotiated terms directly with brand representatives, ensuring win-win agreements.v

Sponsor Acquisition & Contract Negotiation

• Initiated and maintained proactive communication with potential sponsors, securing commitments and finalizing contracts.

• Managed negotiation of sponsorship terms including financial support, product placements, and on-site activations.

Sponsor Relationship Management

• Served as the primary liaison between sponsors and the fashion show production team throughout the event lifecycle.

• Ensured sponsors’ brand requirements and expectations were met with high professionalism and creativity.

• Coordinated sponsor deliverables including logo placements, VIP access, promotional materials, and experiential activations.

Integration of Sponsors into Event Production

• Collaborated with creative and production teams to seamlessly incorporate sponsor branding without compromising the show’s aesthetic integrity.

• Oversaw on-site sponsor activations, ensuring they enhanced guest experience and maintained event exclusivity.

Discover runway styling looks

Backstage of Antonius Fashion Show 2023 / Photography by Andero Kalju

Year 2023-present

Year 2023-2024

EFF official make-up partner MAKE-UP ATELIER / Photography by Andero Kalju