It is the polished production, pomp and ceremony of the fashion show that graces the pages of glossy monthlies and copied and pasted across fashion blogs the world over. It is the glamorous walk and tilted chin of a powdered model that gets the press, the stand-still in front of a hundred flash bulbs that sells.

At A we like to trip the station, change the channel and go fly-on-the-wall to showcase the reality, the people, the spaces, the sounds of the world surrounding fashion. As such we present a look into the backstage happenings of Martine Sitbon’s Rue du Mail Spring Summer 2010 presentation at Nº5, Rue du Mail, Paris. However  raw and rough it may be, it is behind the scenes that the magic happens, and this is something worth celebrating.