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The tents are up, the invitations have gone out, and lodge rooms have been booked for months. As New Yorkers brace themselves for the influx of site visitors that marks the start of new York vogue week, those not familiar with the trade are asking themselves one easy question:
What’s fashion week
Fashion week is when major style designers in cities around the globe present their subsequent season’s collection to vogue consumers and the media. They run six months ahead of time, so reveals introduced in the fall function clothes for the subsequent spring, and clothes shown in the spring are for fashions to be worn within the fall.
Why do they run six months ahead forward of time
Because designers want time to fill the orders division store buyers place throughout fashion week. Making thousands of copies of every garment takes time – it doesn’t happen overnight. The six month lag also allows trend magazines time to create their articles and photo shoots and deliver the content at the appropriate time.
Yes, it is complicated as a client to see spring style week just as fall units in or look at fall clothes just as spring arrives, but it’s the nature of the business. In order to ship for the appropriate season, they’ve to start months ahead of time.
So why does each major metropolis have its own trend week
As a result of there are solely so many magazine editors and division store consumers to go around, they usually can’t all be in the identical place at the identical time. So every metropolis schedules its personal vogue week to permit the editors and consumers time to travel from metropolis to metropolis.
The Fall 2012 style week schedule appears like this:
New York: September 6-13
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 right down to the wire to get their collections finished, to the editors and buyers touring from show to indicate and dwelling out of a suitcase for a month. However again, it’s the character of the enterprise. Fashion is a billion dollar trade, and that is what’s required to sell the type of quantity they do.
Has trend week all the time been like this
When the haute couture industry first began in the 1850’s, it was secretive and unique. The top designers held fashion exhibits in their ateliers for his or her best shoppers, and stored models on workers to indicate clothes at any time when a possible client confirmed up. There were no ready-to-put on collections being bought to shops, no distribution to “the lots.” Couture apparel – like polo ponies and wonderful champagne – belonged exclusively to the wealthy. For seventy five years, they saw absolutely no purpose to share their world with “the common person” – except to showcase how they lived by way of information reels and magazine tales.
By the 1930’s, there have been 30,000 regular haute couture clients world-vast. spending millions on clothes yearly. Paris was the middle of the trend universe, and the world’s wealthiest women traveled there twice a year to order full wardrobes from their favourite couturiers. Everybody was stone island overshirt gray joyful – besides those who wished the cachet of designer apparel, however couldn’t afford it. They had to settle for designer perfume instead.
World Conflict II modified the whole lot.
Not solely were tens of millions of lives lost, however the world economic system modified. Paris was shut down for 5 years during the German occupation. Religious fashion followers had to look elsewhere – and sometimes turned to their own countrymen. It was a pivotal time in trend history.
Sure, the Paris trend scene bounced right again when Christian Dior launched his “new look” in 1947. However dozens of latest American, British, and Italian designers now additionally vied for couture shoppers. Ladies from Chicago and Dallas flew to New York as an alternative of Paris. The British royals and aristocrats supported British designers as a substitute of French. The Italians skipped Paris altogether and went to Milan as an alternative.
For the first time in nearly a century, Parisian designers had been pressured to share the wealth.
They didn’t prefer it.
In order that they innovated but once more: they started promoting ready-to-put on.
Pierre Cardin was the primary couturier to create a prepared-to-put on line for a division store 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 – until the checks started rolling in, that’s. He made so much cash from his ready-to-put on traces that the opposite designers couldn’t assist but notice.
Inside a decade, Cardin was restored to the Chambre Syndicale, and most of the opposite members had been also providing RTW strains. Others, like old-college Cristobal Balenciaga, merely closed their ateliers relatively than “sell out” to the plenty. By the 1970’s, prepared-to-wear strains and licensing agreements comprised the most important a part of most designers’ companies.
At the moment, there less than 1500 couture consumers world-vast, and only a dozen or so couturiers nonetheless presenting couture shows. The majority of sales in trend comes from issues the “average person” can afford, like prepared-to-wear items, licensed accessories, and perfume.
Which is why trend week has grow to be so important.
When “press week” first began in 1940, it was as a strategy to get newspaper, journal, and news reel reporters to cover the trend industry. It was all still very unique, and magazine editors around the world relished with the ability to be the first to share the brand new season’s fashions through pictures and editorials. For sixty years, style journal editors had been the gate keepers of the trend business.
But the Web changed all that.
Prompt reporting. Streaming video. “Looks of the day” websites. Month-to-month paper editions of something now seem like relics from the last century.
At this time, the front row of fashion week is now not reserved for the perfect purchasers or the magazine editor with the widest circulation. Nope. It’s reserved for the people who can reach the lots most shortly, whether or not it be a fashionable celebrity with 6 million Twitter followers, a fashion blogger with one million distinctive visitors a month, a star stylist who’s on the velocity dial of essentially the most A-list shoppers, or an Web retailer who can sell out their stock just by sending an electronic mail.
Since a single “look” can put a designer “on the map” overnight, they’re looking to fill their fashion week reveals with the folks most likely to make that happen.
It’s a level of velocity and voracious consumption unheard of even 5 years ago, however consumers need it and they want it NOW.
As I write this, designer Tracy Reese is garnering accolades for designing the gown Michelle stone island overshirt grey Obama wore to talk in Tuesday evening. By Wednesday morning, Tracy was on a nationwide morning speak show, telling individuals when they may expect the gown to hit shops (it’s from her Spring 2013 collection). Meanwhile, she said, everyone’s welcome to check out the video stream of her full assortment when she presents this Sunday at 2 pm.
Creative AND media savvy These days, they go hand-in-hand.
So, again, “What is vogue week ”
It’s the week wherein fashion designers present their subsequent season’s collection to fashion consumers and the media. Too unhealthy they’re planning six months out, although.