Paris Fashion Week: Where Chanel meets Emerging Brands

Paris Fashion Week just ended with the likes of Alexander Mcqueen, Chanel and Louis Vuitton reining the catwalks on the last days of the Big Four fashion week season.

Situationist AW18 at Paris Fashion Week
Situationist AW18 at Paris Fashion Week | Photo ©Youtube

The fashion crowd was breathless counting minutes to see what’s next at Balenciaga – the millennial trendsetter of Paris – on Sunday to see the brand supporting World Food Organisation with WFO logos and cash to donate ($250K) and setting the trend for the next season with refined Balenciaga meets absurdity and self-irony of fashion at its best. Remember the heel-sock trend set by Demna Gvasalia last season? It’s glove-tops in spandex for both men and women this season – skiing fashion reimagined.

But it’s not only Balenciaga that enjoyed the spotlight this AW18-19 season. Despite the well-deserved reputation of the ‘it’ fashion capital and the French luxury and heritage brands dominating the official schedule, Paris has also become increasingly open to emerging designers and non-French brands. Every prospective brand has long known the attractive location of Le Marais neighbourhood for multi-brand showrooms were fashion buyers make their last orders which are also a good time and place to get noticed.

Recently, more and more upcoming European brands have also emerged on the official calendar of Paris RTW Fashion Week including Eastern European designers and trending Asian brands.

After last season’s stunt at one of the Paris underground stations, the upcoming designer from Germany Andra Dumitrascu came back to Paris with AW18-19 collection ‘So we dance’ set in the eclectically decorated Parisian apartment with models wearing hotel slippers and entertainers sat in the bathroom, kitchen and other smoke-filled rooms.

In the meantime, Georgian emerging brand Situationist, often dubbed as a younger version of Gvasalia’s Vetements, hosted a presentation at the fashionable Palais de Tokyo in collaboration with trending Georgian artists, telling the history of Georgia through the modern language of fashion and arts.

Another Eastern European designer, one of the best known and locally well-established Ukrainian designer Litkovskaya, had their go at Paris Fashion Week with a three-hour trunk show on 5 of March.

Litkovskaya AW18 at Paris Fashion Week | Photo Litkovskaya ©Instagram
Litkovskaya AW18 at Paris Fashion Week | Photo Litkovskaya ©Instagram

Other promising European brands such as exponentially growing Akris from the Czech Republic or French Agnes B, as well as highly acclaimed Japanese brands such as Undercover or Julia Watanabe, were showing hand in hand with the heritage fashion houses such as Valentino, Balmain, Hermes, Givenchy and the likes putting Paris in the enviable position of maintaining biggest names and attracting fresh talent. Paris Fashion Week has gradually become the best place to be for the international press and buyers searching for the best of both worlds.