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At Guidon Studio, we are always looking for bold visionaries who push the boundaries of design, and today we’re thrilled to feature one of the most influential creative forces in the fashion world: Alex de Betak. Renowned for his groundbreaking scenography, Betak has transformed the way luxury fashion collections are presented. His ability to craft immersive, dreamlike environments elevates each show into a spectacle, making the clothes not just designs but experiences. Whether through mesmerizing lighting or imaginative set design, Betak creates visual narratives that captivate audiences and leave a lasting impression on the fashion world.

Betak’s remarkable career began at 19 when he designed his first set for renowned fashion designer Sybilla Sorondo. By 1990, he founded Bureau Betak, a creative powerhouse that has since produced over 1,000 unforgettable fashion shows for high-end brands like Dior, John Galliano, and Isabel Marant. His ability to blend storytelling with design has redefined what fashion shows can be.

What makes Bureau Betak truly extraordinary is its fearless approach to innovation. Betak creates surreal atmospheres that go beyond the runway by blending futuristic technology with artisanal craftsmanship. Every detail is meticulously planned — from the venue’s architecture to the lighting that casts an ethereal glow over the models — ensuring each show feels like stepping into a dream. Alex de Betak often notes that the human form in motion is at the heart of his work, making each performance a living, breathing art piece. Join us as we continue to explore the creative minds shaping the future of design.

Warm Regards,

The Guidon Studio Team

The images in this newsletter are for inspiration only and do not represent the actual work of Alex de Betak. To view Alex de Betak’s work, click here to visit his official website.