Have you always wondered who creates those captivating fashion showcase music? Or those of you who play Fashion TV, because music is just that great? To satisfy the curiousity we decided to find out the mind behind the masterpiece, and there He was - Doug Haywood.

After track one I was pulled in Hook line and sinker, two words, Hauntingly beautiful. We at WAF felt we had to peak into Mr Haywood's beautiful mind and see what inspires him. Meet the man who has made music to designers such as Nicole Farhi, Jaeger, Hugo Boss, Designers Remix, Pringle of Scotland, to just name a few.

He was kind enough to let WaF into his world with an an Exclusive interview and here is what he had to say:

How did you get into the music industry?

I moved to London after university and was initially DJing around Shoreditch about 15 yrs ago in places like Bricklayers, Mother, Red Lion etc at that time frequented by artists, designers and filmmakers who liked my style and asked me to collaborate on their projects and events.

What is the process like, of making catwalk music for a designer, do you get to see the sketches first? (those are usually top secret, aren´t they)

Initially I would meet the designer, stylist and team to view the collection and sketches to discuss the themes and concepts therein and to consider what flavour of music could work and the type of experience the guests should receive. Following some research, a list of tracks are sourced, approved and finally edited into a mix.

The outside world thinks that a designer just grabs a CD and thinks, hmmm that will do, in actual sense what inspires them in the choice of music?

We must recognise the importance of individuality and a supporting bespoke soundtracks and creating a unique show each time. The music is as valid as the fabrics, cut, styling, hair, make up...everything. It is half the show – you hear the music and see the collection – the two must work completely in tandem and make the experience make sense. The soundtrack should directly reflect the themes within the collection. New collection, new music, new direction, innovative thinking. Designers often cite films and characters as references to the mood of the work or who would wear it. Or there might be a mood board of images or a simple object that has inspired the collection. If I find the right kind of soundtrack to support these, it works.

What percentage of designers are you aware of, that prefer bespoke music tailor made just for their show?

It’s probably just over half but really should be more. They tend to be the more experienced and established designer that understands the need for individuality and to make the show stand out of the crowd. If a show has an edge or a quirk, people remember. Considering that some people see about 10 shows a day, it helps to recall the ones with the amazing music/lighting/choreography...the productions with stand-alone quality with every box ticked.

Your music is beautifully soothing and diverse, it creates an amazing, vibe, what inspires you?

Thank you...it can also be heavy, oppressive and hardcore noise, metal and techno, if it fits the concept.
I’m chiefly inspired by the collection, who is likely to wear it and the aspirations of the designer. I take cues from film and TV as well as overhearing people’s headphones and noting what is played in the boutiques and fashion outlets. I am also constantly researching new and old directions in music in my spare time that are a little off the mainstream path. Loving the LA beats scene right now..and vintage Persian funk!

So what’s the feeling like you get when you sit in the front row of a show, watching the models walk to your music?

I’m usually behind the mixing desk, speaking to backstage but it’s a good view. It’s very satisfying..the culmination of weeks, if not months of work from diverse teams all coming together for an exciting ten minute burst of showmanship. The clue is in the title, it’s a Show – the lights go up, the intro music sets the scene and the first model steps out. This is in addition to the usual delay in starting so the audience is primed and anticipating something special...worth the wait I should hope!

What are the most memorable moments in your work/career?

The Hugo Boss shows in Berlin were very slick, one of which was set in Hamburger Bahnhof, a former central railway station, now converted into a major contemporary art gallery, Tate Modern style. The music brief was to be contemporary with a hint of 40s nostalgia while acknowledging the location. I mixed modern soft electronica with female jazz singers interlaced with atmospheric sounds and rhythms of trains. Tata-Naka shows are always fun and so outside the box, my favourite was a pastiche Miss World Beauty Pageant. Evoking the classic holiday camp and seaside competitions of the 60s, the soundtrack was a derivative of the old Pathé News reels with British Light Music, easy listening and chirpy enthusiastic RP commentary. We did another based on weddings where the music was comprised of diverse songs about getting married or referenced weddings in some way. I feel honoured to have worked with Graeme Black, who makes stunning luxe garments, totally off the scale and beautiful. He loves the cinematic approach, is an amazing talent and his intimate sophisticated shows reflect that. On|Off showcase some great new talent, fresh from Uni, often going on to be the Pilottos, Mark Fasts, Gareth Pughs and Yang Dus of the world....hot tickets and always memorable! People still talk about these shows after many years have elapsed.

What is your favourite part of London and Europe?

London has a fantastic network of art galleries which always spark my imagination. I tend to be more of a quiet bar and restaurant type these days rather than hang out in populous clubs. I think as I spend so much time focussed on listening to music that it’s good to break away from it and get some headspace. Having said that, East London is a pleasure to live in as there’s a vibrancy to its streets and communities. From the bustle of Brick Lane to the silent historical buildings to be discovered around every corner.

In Europe, Berlin is exciting and dynamic with a forward thinking culture, especially in terms of music –some great techno comes from there as well as Cologne. Paris is lovely and Italy is great for food and design.

Who is your favourite designer (very cliché question but one would love to know)

Tricky question...I generally don’t have a single favourite as there are so many and so varied. Personally I love McQueen, Jil Sander and Dior mainly because they cut for my skinny shape and my arms are too long! As for designers and shows, the above would apply but I’d include labels like Chanel and Westwood for the quality of their outstanding productions.

Do you have a favourite piece of designer gear in your wardrobe and who is it by?

I live in Dior jeans, they are perfect, classic, no nonsense, work with everything and I have about 6 pairs!

You create music for other industries too, which is the most fun industry to create music for?

I do a lot of work in film and special events, both incorporate music and sound design. The power that sound and music can have is incredible, you can change a scene from comic to tragic simply but adjusting the score or even timing of certain sounds and details. Essentially, it is audio that can bring a project and the viewers’ experience to life.
Cinema, theatre, launch events and fashion shows are all coming from a similar direction...push the boat out and let’s get excited.

Some perfect listening here: 

MGV SS 2011 SHOW (Maria Grachvogel Spring/Summer 2011)

A LA DISPOSITION AW2012 SHOW (A La Dispositon Autumn/Winter 2012)

TATANAKA SS11 (Tata-Naka Spring/Summer 2011)

DURO OLOWU SHOW MIX (Duro Olowu Autumn/Winter 2011)

MGV AW11 (Maria Grachvogel Autumn/Winter 2011)

You can also listen to GRAEME BLACK A/W 2009 and watch the video of HUGO BOSS BLACK A/W 2010 with Doug Haywood catwalk music HERE

Jade/What a Fashion
London
Images and music: copyright by Doug Haywood
www.doughaywood.co.uk