Nowadays the consumer is progressively more demanding, we are increasingly looking for brands and products that tell us stories and connect emotionally with us. In the context of Fashion Weeks, the importance of storytelling goes beyond simply presenting clothes on the catwalk. Each collection is a carefully crafted narrative, often inspired by themes, historical events, cultures or even social and political issues. There are many stories that are told, nothing is just a parade, an outfit... for many, it is a true art.
In today's article we want to give you some interesting facts about the long-awaited fashion weeks.
After all, it is on the fashion week catwalks that many of the hottest trends emerge: what is presented in designers' collections greatly influences the style choices of consumers, sellers and other members of the industry around the world.
They generally occur twice a year:
September and October : designers present their collections for the following season (in this case spring and summer), where the pieces displayed are mostly designed to be worn in warmer climates, with light fabrics and generally with more color.
February and March : designers reveal their collections for next autumn and winter. The pieces presented are designed for colder climates, with heavier fabrics, such as wool and leather, and a more sober color palette.
There are several countries that have their fashion weeks, however the most renowned globally are those in Paris, New York, Milan and London, better known as “the big four”.
Of all of them, Paris Fashion Week is considered the most emblematic, differentiated especially by presenting not only the ready-to-wear collections, but also the renowned haute couture collections. It is a unique distinction compared to other fashion weeks held in other countries. Paris is even considered the home of haute couture, so much so that the term is protected by law in France and subject to strict regulations established by the Chambre Syndicale de la Haute Couture, which ensures that only fashion houses that meet strict craftsmanship criteria , quality and tradition can be recognized as haute couture.
Brands such as Valentino, Givenchy, Chanel and Dior are well known for presenting their haute couture collections during PFW, with stunning, richly detailed and handmade pieces, often requiring days of painstaking work to complete. Here we give you the example of Valentino's autumn /winter 2024 haute couture collection, where one of the pieces, which at first glance are “simple” denim jeans, were actually made with an infinite number of small beads dyed in 80's. different shades of indigo (blue) and sewn one by one on a silk gazar base (light and translucent fabric made from natural silk fibers). The piece opened the show, which was a surprising choice for many spectators, as it was presented with a simple white shirt and flat shoes, which initially generated a feeling of strangeness. However, as the details of the piece became visible, a small murmur of admiration echoed through the audience. The attention to detail, quality of materials and evident craftsmanship quickly dispelled any doubt as to whether or not it was a couture piece. This successful opening not only captured the public's imagination, but also established the show's impact, demonstrating the designer's ability to surprise and delight through his art.
Another fundamental aspect of Fashion Weeks is the role of celebrities and influencers in amplifying trends: the haute couture pieces seen on the catwalks, after the fashion shows, can be ordered by selected clients or displayed at special events for potential buyers. These collections are most often aimed at clients with a lot of financial power and famous people, often made to measure for these clients. When a celebrity wears a couture piece to a high-profile event, it not only increases the brand's visibility, but also influences the fashion choices of their fans and followers.
Ready-to-wear collections are generally distributed to fashion stores, boutiques or e-commerce channels, where consumers can purchase them; They are also quite expensive and maintain a level of exclusivity , despite being more affordable than haute couture.
This entire set of characteristics makes Paris Fashion Week one of the most anticipated and prestigious in the world of fashion, after all, it offers an incomparable experience for those who wish to witness the excellence and creativity of haute couture.
In addition to all these aspects, Fashion Weeks also present a series of curiosities that highlight creativity and innovation in fashion. For example, designers sometimes choose unconventional locations for their fashion shows, creating unique experiences for the public. Brands like Louis Vuitton have already held shows in iconic locations, like the Fondation Louis Vuitton, during PFW. Dior's 2023 autumn/winter collection is also a great example of creativity and innovation, highlighted by the huge and fun installation of fabric sculpture commissioned by Portuguese artist Joana Vasconcelos, who brought Maria Grazia Chiuri's collection to life. More than a setting, it conveyed a feeling of comfort and protection, similar to the welcoming presence of a female figure . The objective was to materialize a “tribute to Catherine Dior”, the sister of the founder of the haute couture house, Christian Dior. Joana Vasconcelos imagined her as Valkyrie — a warrior from Norse mythology. The result was a “monumental textile sculpture” entirely handmade, measuring around 24 meters long and seven meters high and weighing more than a ton,” the artist explained on Instagram.
Other brands also incorporate advanced technology into their fashion shows, such as Balenciaga, which presented its autumn/winter 2021 collection as a virtual reality fashion show, which was not just a simple broadcast of the event, but rather an interactive experience that transported the viewers into a digitally created world, reflecting the aesthetic and vision of the collection. Furthermore, Balenciaga complemented the show with the launch of a game titled "Afterworld: The Age of Tomorrow", which further explored the collection's universe and invited players to immerse themselves in the narrative created by the brand. What caught the most attention at the show was undoubtedly the fusion created between fashion and technology, with holographic models walking along the virtual catwalk, creating a surreal and futuristic atmosphere. This innovative approach highlighted Balenciaga's commitment to exploring new ways of presenting fashion and engaging the public, even in the face of challenges such as the pandemic.
There is yet another curiosity combined with technology... there are many fashion weeks that are broadcast live online, allowing people from any corner of the world to watch the shows and participate virtually in the event, further expanding the reach and accessibility of fashion! This is the case of London Fashion Week.
Basically, Fashion Weeks are true spectacles of creativity, innovation and connection, where fashion reveals itself as an art and stories become trends. We still have a lot of interesting facts for you… don’t miss the next articles!
