The five fashion capitals of the world hold the most anticipated annual industry events known as fashion week. The latest creations from top designers and brands are showcased in these presentations. Runway shows are the highlight of any fashion week, and this is the venue where fashion enthusiasts, buyers, and members of the world media can participate in the unveiling of the latest offerings of the creative geniuses behind the fashion industry. In these cities fashion week is held twice a year and ahead of the advent of the new season so that buyers and the media are given a preview of what the fashion houses have in line for the upcoming season. The schedule is also set as such so that retailers have ample time to incorporate the designs into their own marketing and arrange purchases ahead. The autumn and winter collections are showcased in the months of January to April, while the spring and summer collections are unveiled in the months of September to November.
The locations of the most important clothing trade shows are held in the cities of Paris in France, Milan in Italy, London in the United Kingdom, Berlin in Germany, and New York City in the United States of America.
London Fashion Week
This event has made history in 2010 when all the events happening on the catwalk at were broadcast on the Internet via live streaming. It was the first time that any major fashion event took advantage of digital technology. London Fashion Week is held in the capital city of the UK in September and February. It is one of the “Big Four” clothing trade shows in the world, the other three being the events held in Milan, Paris, and New York. Toni & Guy, a prominent hairdressing company and the famous automobile brand, Mercedes-Benz, officially sponsor this program. Reports indicate that orders made in the London Fashion Show amount to anywhere between £40 million to £100 million. On-schedule events are typically held at central London in Somerset House. Off-schedule events are also organized and held elsewhere.
A West London car park was the birthplace of the event. That year, 1984, fashion icons such as John Galliano, David Fielden, Ghost, and Betty Jackson debuted their creations on the catwalk. The event had the support of the British government and Vogue UK.
Paris Fashion Week
This is held twice a year as well primarily at the Carrousel du Louvre and additional venues in Paris. The French Fashion Federation determines the specific dates for the fashion week, but it usually comes after Milan. The fashion week in New York City starts out the “Big Four” followed by London, and then Milan, ending in Paris. Major fashion houses based in France are the main features of Paris Fashion Week, with names such as Jean Paul Gaultier, Christian Dior, Guy Laroche, and Comme des Garçons headlining the impressive lineup. The event usually features haute couture events and men’s fashion shows in addition to shows featuring ready-to-wear garments.