How many fashion weeks are too many?

How many fashion weeks can you count in the fashion calendar? How many fashion weeks can one country have? Not too many! We are only counting European international fashion weeks and the big four (New York, London, Milan and Paris). And there are at least two international fashion weeks per month. Every month!

Jean Gritsfeldt at Odessa Holiday Fashion Week
Jean Gritsfeldt at Odessa Holiday Fashion Week

So you thought the Fashion Week season was over in March? Think again! It’s never over! Just this Tuesday, Odessa Holiday Fashion Week just ended in the Ukrainian holiday capital; at the same time, Milan was hosting Men’s Fashion Week and Pre-Collections Fashion Week.

Just when Milan sends of their guests, the next batch of fashion brands are meeting in Paris for Paris Men’s and Pre-Collections fashion week.

Elena Burba at Odessa Holiday Fashion Week fashion bloc fashion agency london
Elena Burba at Odessa Holiday Fashion Week

Soon after, there is Berlin Fashion Week, which has become an attractive alternative to the big four fashion weeks, and there are other more local fashion weeks such as Barcelona Fashion Week just before Berlin and Norwegian Fashion Week, just after. The never ending cycle of fashion weeks!

SAYYA by Luba Makarenko at Odessa Holiday Fashion Week fashion agency london
SAYYA by Luba Makarenko at Odessa Holiday Fashion Week

So what is this all about? How can a fashion designer decide which is best for their brand? As most of the clever brands do, you have to ask three main questions:

  1. How good and International is my local fashion week? If it is always the same brands, always the same people and no international press – ditch it, no point on wasting your precious budget, even if it’s not expensive. Unless you are targeting just your local audience – then this is the place to be.
  2. Have I been to any international fashion weeks before (not the big four)? If you haven’t, do your homework, research, talk to the tradeshows, choose a destination and go explore. Maybe its Kiev, Copenhagen, or maybe it’s Berlin that you’ll find the best fit. Test waters and take a risk.
  3. Do I have spare cash to try and participate at one of the big four fashion weeks? And by ‘participate at the fashion week’ when I’m talking about NY, London, Milan or Paris, I mean attending their trade shows, not running a catwalk show. If you do consider this scenario, think about the Pre-Collection season. Figures show, emerging and independent brands have more chance of being noticed and getting leads outside the main Fashion Week season.
Jean Gritsfeldt at Odessa Holiday Fashion Week
Jean Gritsfeldt at Odessa Holiday Fashion Week

What is your Fashion Week?

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