Emerging designers or not, even fashion editors would normally say ‘Paris, obviously’, when asked what was their favourite fashion city of the season.
Paris Fashion Week SS18 has just ended, rounding-up an official SS18 season of the Top four fashion capitals. Although Mercedes-Benz Fashion Week Russia and other out-of-the-box fashion weeks are still on the way.
You might think that London, or maybe Milan is the capital of young designers, emerging from new European fashion cities. We counted even six Eastern European names on the official London Fashion Week calendar. However, if emerging brands are making waves on the catwalks and show spaces in London, they are taking orders in Paris.
Fashion insiders know that if the Press will go to New York to the celebrity-studded shows (unless Tommy comes to London and European editors can meet Bella in town), if they go to London parties and will hunt for the new cool names on the agenda, buyers will definitely go to Paris to place an order.
First of all, Paris is always a capital for the biggest names in fashion. Even if you are not a fashion insider, you will know Chanel, Saint Laurent, Balenciaga, Louis Vuitton or Givenchy. They all, almost by default, show in Paris. And by showing they actually mean it. Hence, Chanel’s Gorges Du Verdon waterfall for SS18 and Saint Laurent’s catwalk with an Eifel Tower as a backdrop. Where did you go for Louis Vuitton? Louvre, bien sur! The bottom line is, you have to go to Paris.
Secondly, Paris becomes a fashion city for the week. With multiple multi-brand and standalone showrooms and world-famous tradeshows such as Tranoi or Capsule, there is a place for everyone. Showrooms are usually conveniently located in La Marais or surrounding old town areas and can be reached on foot (if you can subtly hide your Louboutins in a bag and change into Celine’s ‘commuter trainer’). Showrooms, where fashion buyers make orders, are usually very specific and so close from one another that you are definitely at the right place to even accidentally meet an influential fashion buyer.
Paris, when it sizzles, is a right expression and there’s room for everyone. Even if big names will take the thrown, young brands such as Berlin-based Romanian designer Andra Dumitrascu, with her debut collection at Paris underground station, will automatically jump on the ‘ones to watch’ list. Major fashion editors and buyers are already there, why not to be in the same place at the same time?