Despite the world being is under global tension due to the Covid-19 pandemic, on September 21st the French fédération de la Haute Couture et de la Mode published the official calendar with the list of physical shows for Women Spring Summer 2021 Collectinos. This Paris Fashion Week will kick off on Monday, September 28 with Mame Kurogouchi, a promising name in Japanese fashion, and will end, as usual, on Tuesday, October 6 with Louis Vuitton. For the first time in the history, only 18 brands will present their collections on the catwalk with physical guests. In addition, Paris Fashion Week welcomes 84 new brands, including 4 additions to the official calendar, for private collection presentations around the capital.
Given the situation of Covid-19, health restrictions are extensive and are pushing brands to present their collections online: online fashion shows, digital showrooms, etc. For the first time, the Minister of Culture spoke before the start of Paris Fashion week on the platform of la Fédération de la Haute Couture et de la Mode encouraging support for Fashion Week as fashion and luxury sectors have been hard hit by the health crisis. Usually, a show can host 1500 guests, but in times of Corona Virus this number is reduced to 350 people in order to respect the social distances between all the guests. In a normal season, the capital is full of trade shows, but because of the pandemic, they will be very few this year. Only Who’s Next, Première Classe, IMPACT and Man/Woman will be present together at Jardin du Tulleries from October 2nd to 4th.
All this seems positive for Paris, which confirms its title as fashion capital compared to Milan, London and New York. But something is missing from this season: the main players in the industry, buyers and international brands. Despite physical catwalks maintained for some, this seasons sales are100% digital. Only a few physical presentations are by invitation for the French press, French influencers and French buyers, but even French brands rely on international buyers.
Paris is waiting for the rest of the world to return to the Fashion Capital. Eyes are set on the months of January or March to see when the next international fashion week will take place. Stay tuned. MR Agency is ready to help French and international fashion brands on their next season presentation and showroom.