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The tents are up, the invitations have gone out, and resort rooms have been booked for months. As New Yorkers brace themselves for the inflow of site visitors that marks the beginning of latest York fashion week, those not accustomed to the business are asking themselves one easy query:
Style week is when major trend designers in cities all over the world current their next season’s assortment to fashion consumers and the media. They run six months ahead of time, so shows offered in the fall function clothes for the following spring, and clothes shown within the spring are for fashions to be worn within the fall.
As a result of designers want time to fill the orders department retailer patrons place throughout style week. Making hundreds of copies of each garment takes time – it doesn’t happen in a single day. The six month lag also allows style magazines time to create their articles and photo shoots and ship the content at the appropriate time.
Yes, it’s complicated as a shopper to see spring fashion week just as fall units in or look at fall clothes simply as spring arrives, but it’s the nature of the trade. To be able to ship for the suitable season, they have to start months ahead of time.
Because there are solely so many journal editors and division retailer patrons to go round, and so they can’t all be in the same place at the same time. So every city schedules its personal fashion week to permit the editors and patrons time to travel from metropolis to metropolis.
New York: September 6-thirteen
London: September 14-18
Milan: September 18-24
Paris: September 25- October three
Los Angeles: October 14-21
It’s an exhausting for everyone concerned, from the designers working down to the wire to get their collections accomplished, to the editors and consumers traveling from present to indicate and living out of a suitcase for a month. However again, it’s the character of the enterprise. Fashion is a billion greenback business, and that is what’s required to promote the sort of volume they do.
When the haute couture trade first started within the 1850’s, it was secretive and exclusive. The highest designers held trend reveals in their ateliers for their perfect shoppers, and saved models on staff to point out clothes at any time when a possible consumer showed up. There have been no ready-to-wear collections being offered to shops, no distribution to “the plenty. Couture apparel – like polo ponies and high-quality champagne – belonged exclusively to the rich. For seventy five years, they noticed completely no cause to share their world with “the common person – besides to show off how they lived by means of news reels and journal stories.
By the 1930’s, there were 30,000 common haute couture shoppers world-extensive. spending tens of millions on clothes yearly. Paris was the center of the style universe, and the world’s wealthiest women traveled there twice a 12 months to order full wardrobes from their favorite couturiers. Everybody was stone island overshirt gray happy – besides those that wished the cachet of designer apparel, but couldn’t afford it. They had to settle for designer perfume as a substitute.
Not solely had been millions of lives lost, but the world economy changed. Paris was shut down for five years in the course of the German occupation. Religious fashion followers needed to look elsewhere – and often turned to their leather own countrymen. It was a pivotal time in trend historical past.
Sure, the Paris trend scene bounced proper back when Christian Dior introduced his “new look in 1947. But dozens of latest American, British, and Italian designers now additionally vied for couture purchasers. Ladies from Chicago and Dallas flew to New York as a substitute of Paris. The British royals and aristocrats supported British designers as an alternative of French. The Italians skipped Paris altogether and went to Milan as a substitute.
They didn’t like it.
Pierre Cardin was the primary couturier to create a prepared-to-put on line for a department retailer in 1959. His colleagues were so appalled, they promptly threw him out of the Chambre Syndicale de la Haute Couture, the regulating commission for the French haute couture business. Cardin was devastated – till the checks started rolling in, that is. He made a lot money from his ready-to-put on traces that the opposite designers couldn’t assist but notice.
Within a decade, Cardin was restored to the Chambre Syndicale, and most of the opposite members were also providing RTW strains. Others, like previous-faculty Cristobal Balenciaga, merely closed their ateliers slightly than “sell out to the masses. By the 1970’s, prepared-to-put on lines and licensing agreements comprised the largest part of most designers companies.
Right this moment, there lower than 1500 couture consumers world-large, and solely a dozen or so couturiers still presenting couture reveals. The majority of gross sales in style comes from issues the “average person can afford, like prepared-to-put on items, licensed equipment, and perfume.
When “press week first started in 1940, it was as a technique to get newspaper, journal, and news reel reporters to cover the fashion business. It was all nonetheless very unique, and journal editors around the globe relished being able to be the first to share the brand new season’s fashions by pictures and editorials. For sixty years, vogue magazine editors had been the gate keepers of the trend trade.
Prompt Stone Island Jackets reporting. Streaming video. “Looks of the day web sites. Monthly paper editions of anything now appear like relics from the final century.
At this time, the entrance row of style week is now not reserved for one of the best clients or the journal editor with the widest circulation. Nope. It’s reserved for the people who can reach the masses most quickly, whether or not it’s a fashionable celebrity with 6 million Twitter followers, a vogue blogger with one million distinctive visitors a month, a star stylist who’s on the pace dial of essentially the most A-checklist shoppers, or an Internet retailer who can sell out their stock simply by sending an electronic mail.
Since a single “look can put a designer “on the map overnight, they’re seeking to fill their fashion week shows with the people most prone to make that happen.
It’s a stage of pace and voracious consumption unheard of even 5 years ago, but consumers need it and they need it NOW.
As I write this, designer Tracy Reese is garnering accolades for designing the costume Michelle stone island overshirt grey Obama wore to talk in Tuesday evening. By Wednesday morning, Tracy was on a national morning speak show, telling people when they might anticipate the dress to hit stores (it’s from her Spring 2013 assortment). Meanwhile, she said, everyone’s welcome to take a look at the video stream of her full collection when she presents this Sunday at 2 pm.
So, again, “What is trend week /p>
It’s the week by which vogue designers present their next season’s assortment to trend buyers and the media. Too unhealthy they’re planning six months out, though.