When a designer dreams of a runway show that defies convention, one name often comes to mind: Etienne Russo. As one of the most sought-after fashion show producers, Russo has spent decades bringing bold, immersive, and theatrical visions to life. From Dries Van Noten’s poetic landscapes to Karl Lagerfeld’s legendary Chanel supermarket, his work transforms fashion into an unforgettable experience.

A Journey from Model to Mastermind
Russo’s path to fashion show production was anything but ordinary. Trained in Belgian hospitality, he unexpectedly found himself modeling in an early Dries Van Noten show in the 1980s. That moment ignited his passion for set design, and Van Noten was the first to place his trust in Russo. What followed was a 33-year collaboration spanning 129 shows, each one pushing creative boundaries.

The Art of Bringing Fantasy to Life
Every show begins as a creative dialogue between Russo and the designer, a process he describes as a "ping-pong of ideas." From intense three-week turnarounds to elaborate six-month productions, his team at Villa Eugénie has built some of fashion’s most iconic runways:

McQueen’s haunting asylum (2001)
Chanel’s surreal supermarket (2014)
Dior’s botanical wonderlands
Margiela’s introspective atmospheres
To fuel his creative vision, Russo’s post-season ritual involves collecting dozens of books—on art, fashion, photography, and design—marking pages without knowing what inspiration they might spark. This deep well of references allows him to create sets that feel both intimate and cinematic.

A Philosophy of Emotion and Imperfection
For Russo, fashion show production is about creating emotions. His Milan-based Villa Eugénie studio reflects this philosophy—filled with vintage furniture, modern sculptures, and contemporary artworks, where contrasts coexist in perfect harmony.

Among his most treasured possessions is a Keith Haring print, framed in gilded Baroque style, a piece that reminds him of his first encounter with the artist. “I met Keith Haring while planning an event and asked if we could collaborate. This artwork keeps his legacy alive and reminds me of the extraordinary person he was.”

Masters of Their Craft
Over the years, Russo has worked with some of fashion’s most visionary designers, each leaving a distinct mark on his journey:

Alexander McQueen: Transgressive and poetic
Martin Margiela: Introspective and conceptual
Karl Lagerfeld: Relentlessly forward-thinking
Despite meticulous planning, live shows are unpredictable, and Russo embraces the beauty of imperfection. “A show doesn’t happen by chance; experience is the sum of mistakes. Something unexpected always happens, yet the audience will never know—they will simply enjoy the show.”

And that is precisely Russo’s magic—turning the unexpected into unforgettable moments.