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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 influx of site visitors that marks the beginning of recent York style week, those not conversant in the industry are asking themselves one simple query:
What’s trend week
Vogue week is when major fashion designers in cities around the globe present their next season’s assortment to vogue consumers and the media. They run six months forward of time, so exhibits offered within the fall function clothes for the subsequent spring, and clothes shown in the spring are for fashions to be worn in the fall.
Why do they run six months forward forward of time
As a result of designers want time to fill the orders division store buyers place throughout vogue week. Making 1000’s of copies of each garment takes time – it doesn’t occur in a single day. The six month lag also permits style magazines time to create their articles and photograph shoots and deliver the content at the suitable time.
Sure, it is complicated as a shopper to see spring fashion week just as fall units in or take a look at fall clothes simply as spring arrives, however it’s the character of the business. With the intention to deliver for the best season, they’ve to start out months forward of time.
So why does every main city have its personal style week
As a result of there are only so many journal editors and division store buyers to go around, they usually can’t all be in the identical place at the identical time. So every metropolis schedules its own fashion week to allow the editors and patrons time to travel from city to metropolis.
The Fall 2012 trend week schedule seems like this:
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 everybody concerned, from the designers working all the way down to the wire to get their collections achieved, to the editors and buyers touring from present to show and residing out of a suitcase for a month. But again, it’s the nature of the enterprise. Vogue is a billion dollar industry, and this is what’s required to promote the form of volume they do.
Has style week all the time been like this
When the haute couture business first started in the 1850’s, it was secretive and exclusive. The top designers held fashion reveals of their ateliers for their very best clients, and saved models on staff to indicate clothes at any time when a possible shopper showed up. There have been no ready-to-put on collections being bought to malls, no distribution to “the lots.” Couture apparel – like polo ponies and superb champagne – belonged completely to the wealthy. For 75 years, they noticed absolutely no reason to share their world with “the average person” – besides to show off how they lived by information reels and journal tales.
By the 1930’s, there were 30,000 regular haute couture clients world-broad. spending thousands and thousands on clothes every year. Paris was the center of the style universe, and the world’s wealthiest women traveled there twice a year to order complete wardrobes from their favourite couturiers. Everyone was stone island overshirt grey completely satisfied – besides those that wanted the cachet of designer apparel, however couldn’t afford it. They needed to settle for designer perfume as an alternative.
World War II changed everything.
Not solely were tens of millions of lives misplaced, but the world financial system modified. Paris was shut down for 5 years through the German occupation. Devout style followers had to look elsewhere – and sometimes turned to their very own countrymen. It was a pivotal time in style history.
Sure, the Paris fashion scene bounced proper again 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 instead of French. The Italians skipped Paris altogether and went to Milan instead.
For the first time in nearly a century, Parisian designers have been forced to share the wealth.
They didn’t prefer it.
So they innovated but once more: they began promoting ready-to-put on.
Pierre Cardin was the first couturier to create a ready-to-put on line for a division retailer in 1959. His colleagues have been so appalled, they promptly threw him out of the Chambre Syndicale de la Haute Couture, the regulating fee for the French haute couture business. Cardin was devastated – till the checks started rolling in, that’s. He made so much cash from his ready-to-put on lines that the opposite designers couldn’t assist however notice.
Inside a decade, Cardin was restored to the Chambre Syndicale, and most of the opposite members were additionally offering RTW lines. Others, like previous-school Cristobal Balenciaga, merely closed their ateliers relatively than “sell out” to the plenty. By the 1970’s, ready-to-wear strains and licensing agreements comprised the largest a part of most designers’ companies.
Right this moment, there less than 1500 couture shoppers world-wide, and only a dozen or so couturiers nonetheless presenting couture reveals. The majority of gross sales in vogue comes from things the “average person” can afford, like prepared-to-put on pieces, licensed accessories, and perfume.
Which is why vogue week has become so essential.
When “press week” first started in 1940, it was as a solution to get newspaper, magazine, and news reel reporters to cover the fashion trade. It was all nonetheless very unique, and journal editors around the globe relished with the ability to be the primary to share the new season’s fashions by means of pictures and editorials. For sixty years, trend magazine editors had been the gate keepers of the trend industry.
But the Web modified all that.
On the spot reporting. Streaming black stone island top video. “Looks of the day” websites. Month-to-month paper editions of anything now seem like relics from the final century.
Right now, the entrance row of vogue week is now not reserved for the most effective shoppers or the magazine editor with the widest circulation. Nope. It’s reserved for the individuals who can reach the masses most rapidly, whether or not or not it’s a fashionable celebrity with 6 million Twitter followers, a trend blogger with 1,000,000 distinctive guests a month, a celeb stylist who’s on the velocity dial of essentially the most A-listing purchasers, or an Web retailer who can sell out their stock just by sending an e-mail.
Since a single “look” can put a designer “on the map” in a single day, they’re seeking to fill their vogue week shows with the individuals most prone to make that occur.
It’s a level of speed and voracious consumption unheard of even 5 years in the past, however shoppers 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 gray Obama wore to speak in Tuesday night. By Wednesday morning, Tracy was on a nationwide morning speak present, telling folks when they may anticipate the costume to hit stores (it’s from her Spring 2013 collection). In the meantime, 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 Lately, they go hand-in-hand.
So, once more, “What is trend week ”
It’s the week through which style designers present their subsequent season’s collection to style patrons and the media. Too unhealthy they’re planning six months out, although.