Nicole Farhi has become the first major industry figure to speak out about the practice, calling it "abominable".
She said: "It is so unprofessional. I have never paid a celebrity and I will never do it. It's stupid."
The 65-year-old French-born designer added: "What do they show you in the papers after a fashion show? Not the clothes, but the celebrities who are being paid to sit at the show."
During London Fashion Week last month, dozens of celebrities were pictured watching the latest creations and their appearances at shows garnered huge publicity. Most notable was Burberry's show, which saw its front row packed with a host of well-known faces including Alexa Chung, Jeremy Irvine and Rosie Huntington-Whiteley — although it is understood Burberry does not pay for front-row appearances.
Farhi believes her comments are likely to see her shunned by fellow designers, but she is unrepentant.
She added: "They will all hate me for it. I don't give a s*** because I think it is abominable.'"
Mulberry saw its show splashed across websites and papers after it enjoyed a celebrity-filled front row including stars from Downton Abbey. A spokesman for Michelle Dockery, who was there, said they did not comment on their client's social engagements. Laura Carmichael said she was not paid to appear.
Joining them at Mulberry were fellow actors Tom Hiddleston and Michelle Williams and Elizabeth Olsen, and singer Lana Del Rey (pictured), who recently inspired a Mulberry bag design. All were unavailable for comment.
Vivienne Westwood's Red Label show also drew a host of big names, including, perhaps bizarrely, Heston Blumenthal. A spokesman for the celebrity chef said: "Heston was invited to attend and was not paid."
Emma Whitehair, a fashion PR who runs White Smoke Communications said: "Absolutely it happens, but it would be professional suicide to mention brands and celebrities involved. Unfortunately the public can't identify a designer who has a genuine relationship with a celebrity or has someone paid to be in the front row. But it's fair to say some of the biggest brands will have a ‘talent' budget. Brands with money need to guarantee coverage and that's the only sure-fire way of getting it."
