When it comes to fashion shows, a designer's challenge is to create a 12-minute theatrical event more memorable than the dozen or so other shows the audience will see that day.

"Your trick is to wash [away] what they've seen before so that they focus on what they're seeing in front of them," said Thierry Dreyfus, founder of the Paris-based Eyesight production studio.

Rei Kawakubo, Jil Sander, Victoria Beckham, Alexander Wang and Raf Simons have all turned to Mr. Dreyfus to light, design or produce their shows. The images that he creates then filter into their labels' advertising and storefronts, with the intent of creeping into the consciousness of consumers.

This fall, Mr. Dreyfus worked on roughly 21 fashion shows for the Spring 2013 season in New York, Milan and Paris. His show for Diesel Black Gold in New York involved a circular skateboard track and skateboarders. At Jil Sander, in Milan, he used lights to create a minimalist oval stage mirrored under another oval on the ceiling.