From September 25 to October 3, 2018, Paris will again become the world’s fashion capital, with more than 80 runway shows. Just like Vogue with its iconic “September issue,” the Parisian fashion world revolves around this crucial month, when fashionistas and trendsetters from around the world meet in one place.
For the Spring/Summer 2019 season, there will be even more haute couture and ready-to-wear brands in the capital. That’s because 2017 was a very eventful year in the world of fashion. Some maisons, such as Givenchy, saw a change in artistic directors, but there was also upheaval with big names like Proenza Schouler and Lacoste decamping from Milan or New York to Paris. Even Gucci is coming to Paris this September. Its show will take place on 24 September, the opening day of Paris Fashion Week, in the Théâtre Le Palace.
Brands understand all too well the importance of standing out during this big event. Fashion Week’s exclusive and upmarket image has an enormously positive impact on more mainstream retail brands as well. Uniqlo is taking advantage of this period of enhanced visibility to promote its innovative fabric, such as the knitwear that has made the brand famous. Open to the general public, they will be launching a four-day pop-up exhibition entitled, “The Art and Science of LifeWear: Creating a New Standard in Knitwear.”
For other less publicized and more secretive brands, it’s the chance not only to be in the spotlight but also to emphasize the importance of their savoir-faire. Leather goods newcomer Sainte Isaure is launching a pop-up store alongside Fashion Week, on the Rue de Bretagne in the 3rd arrondissement. “The majority of our sales now come from the pop-up store format,” explains Sainte Isaure’s founder Ingrid Monti, in an interview with Fashion-Network.
There is now a higher number of emerging designers taking part in Paris Fashion Week. During this period, which offers the perfect networking opportunity, the pop-up showroom is one of the most cost-effective and efficient ways to attain visibility against the big names who get all the media attention. The secret to a successful Paris Fashion Week: make the capital more open and accessible to fashion lovers everywhere. In contrast to New York, this week of French fashion is not confined to a single neighborhood. From classic venues such as the Grand-Palais or the Louvre, acclaimed by Dior, or the mythical Rue Cambon, a Chanel favorite, to more unexpected and underground venues such as restaurant La Coupole for Altuzarra, or even the Paris metro or Palais de Justice, the sky’s the limit. That’s why we are now seeing record numbers of pop-up stores and showrooms during the event.