FASHION FORWARD
THE First Fashion Week shows are on social was held in New York in media the second they 1943 in response to happen. fashion buyers being We want to experience unable to travel to Paris the shows live as they because of the Second stream. And no wonder, World War. when Chanel ships in
It’s amazing to think Icebergs to Paris we that such innovation want to see them. came out of such a But there is a big tragic event. downside, the shows
Here we are, 77 years were originally a selling later, and the fashion tool for buyers to industry is facing a purchase the collection similar problem, for the season the pandemic has ahead, the left many clothes wouldn’t international actually be buyers unable or available for the unwilling to fly. public to buy for
Fashion Week is another four primarily a trade months. event, to sell The high street clothing and designers are the generate only ones who publicity. Just a benefit from this couple of decades long lead time, ago invitations they use those were extended months to copy solely to buyers, the trends in fashion directors, order to create journalists and low-cost versions. celebrities. Shows In 2016 were held behind A model on Burberry, then closed doors and the Burberry still under the images were runway show helm of drip-fed to us, the during London Christopher public, carefully Fashion Week Bailey, who was edited. Then finally they always streets ahead in would appear in the innovation, made the glossy magazines in decision to make the time for the collections brand available to buy to hit the shop floor. off-runway, providing Elitist? A little. But it the instant gratification was an industry event customers wanted. for professionals that Store buyers will have created anticipation. seen and chosen the
Fast forward to 2019 collection ahead of time, (as 2020 is a write-off) so the business side was and things were a lot out of the way, but the different. The internet spectacle and pizzazz of has changed everything, the show was saved for fashion week is no Joe-public and the PR longer an industry that generates leads to event, the rise of immediate sales – bloggers and influencers everyone is a winner. as content creators I wonder how many means pictures of the will follow his lead now?