The Business of Fashion Weeks
The emerging fashion trends for the current and upcoming seasons are influenced by these occurrences. The most prestigious fashion weeks are held in the “Big Four” fashion capitals of the world: New York, London, Milan, and Paris.
These four cities are regarded as the main fashion capitals of the 21st century and receive the majority of press coverage. They have a rich fashion history, a well-organised fashion calendar, and some of the most celebrated fashion designers of the previous century.
Men’s and women’s fashion shows are the two main categories. Additionally, there are shows unique to each venue.
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The idea of fashion week was first introduced in Paris when advertisers hired ladies to wear couture in public settings like racetracks and beauty parlours. Over time, these marches developed into separate social gatherings.
Every season, notably the Spring/Summer and Fall/Winter seasons, sees the arrival of new fashion shows. By 1910, numerous large department stores were hosting their own exhibits. It’s possible that American retailers got the notion after observing “fashion parades” in couture salons. These “parades” served as an efficient means of elevating the prominence of the establishments and promoting them.
They were staged and frequently held at lunch or afternoon tea in the shop’s restaurant. These programmes typically had a narrative commentary, were based mainly on a particular theme, and were more theatrical than those of today.
In order to provide consumers with alternatives to French fashion during World War II, when professionals in the fashion business were unable to travel to Paris, the first-ever “fashion week,” New York Fashion Week, was staged on July 19, 1943.
In 1973, the first Paris Fashion Week kicked off. Up until 1994, performances took place all throughout, including in lofts and hotels.
In recent years, presentations have started to include clothing that is already on sale in stores or online. The other trend is “see now, purchase now” television, which frequently includes clickable videos and makes appearances online right after or even during the broadcast.