Why is fashion week important

One of the many reasons as to why the Barcelona-based brand has such a dedicated fanbase, is because it understands and works with its community. Going digital could be seen as an opportunity to help brands truly understand their community and to connect in a different way - something consumers are likely to want to see more of post-lockdown. Helsinki Fashion Week also recognises the importance of connecting the audience to a brand, and has acknowledged this by creating an in-depth space for designers to present not only their collections but brand values.

This goes somewhat further than a three-minute catwalk show and a paper press release. It keeps fashion fresh and innovative. Although brands have no choice but to embrace digital at the moment, can this shape the future of the fashion week schedule? Will we continue to grow digitally or will fashion return to its old ways? Of course, physical events do hold a social aspect that just cannot be replicated by the online world and arguably, seeing clothing via a screen can never truly replace the magic of seeing them move in real life.

Catwalk shows are a place where the industry reconnects, and they allow a designer to present their vision to a room full of people - and immediately gauge a reaction.

There's an electricity and emotion that a physical show conveys that we haven't yet seen replicated in their virtual forms. The pandemic has forced the industry to rethink old habits in order to keep going.

These remote events are created independently and have managed to attract the attention of key players in the industry. They have become a hunting ground to discover new talent and brand names. The biggest fashion weeks have an important economic impact in the cities they are held in, as does the fashion industry itself.

This is one of the main reasons many other markets have become so interested in using this business model as well. This figure is without taking into account the additional income it generates in other industries affected by it. A study led by The New York Times analyzed how Fashion Weeks in destinations such as Guatemala, Mexico, Brazil, Shanghai and Tokyo have hosted these events with the aim to take part in the design process of fashion, and escape their traditional role as only textile producers or simply consumers.

Additionally, the study highlights how these countries have seized the opportunity to make a name for themselves through their local fashion weeks to become more attractive for international investors, producers, and new consumers. Now, even more Latin American retailers are beginning to expand their international product offering with local designers scouted at growing South American fashion weeks held in Buenos Aires, Argentina, Santiago, Chile and Lima, Peru. More mature fashion weeks are currently facing an era of change: where big industry players start questioning where the model is going, and where the innovation is within it.

However, simultaneously providing an advantage for the smaller markets to grow. Nonetheless, mature cities remain important in terms of absolute size, and are also continuing to grow. New York, Tokyo, and London in particular remain some of the biggest fashion markets. This site uses cookies to deliver its services, to personalise ads and to analyse traffic.

Others would argue there are several other reasons that exist. To me, this screams a big problem. As we all know, the fashion industry is causing great destruction to the planet, in a variety of ways.

Our natural resources are being depleted at an alarming rate, workers around the globe are subjected to working conditions that are beyond imaginable conditions and the atmosphere is being polluted by the CO2 that we produce.

Fashion is responsible for all of these problems. These weeks gain monumental attention that attract an array of people from all across the world from various job functions.

In order to continue we must act responsibly. There is no better place to open a dialogue about how everyone can operate better. This applies to various functions across the supply chain from sourcing to production all the way to consumption and end of use.

I hope that these weeks will become a place of discussion, that will share open source solutions for brands to operate more sustainably.

A place where education and self-improvement is instilled throughout. Fundamentally, we can celebrate incredible talent in a responsible way but it is imperative that we seek solutions now.

We must make these weeks about understanding and recognising that if we continue, fashion will destroy the planet. Fashion shows have become performance art spectacles in recent years with venues ranging from the Wall of China to meticulously crafted fantasy worlds — just think back to the Chanel supermarket! Light technology, life music performance and lavish set-design are now integral parts of all fashion weeks.

At times these performance aspects can become even more important than the fashion itself. London Fashion week is selling tickets to the general public for some walks.

It appears highly likely that this will become common practice for all shows. And as the audience changes from industry insiders to enthusiastic amateurs, the character of Fashion Week will too. Turning catwalks into a stage for public spectacle will mean that focus shifts away from the designer to the team of artisans making the show possible.

It is long time overdue to do the same in fashion. One can look forward to more appreciation of garment workers in the future. With Resort and Pre-Fall the lines between seasons have blurred already. Inexpensive flights and traveling as a new social media status symbol also mean that customers now need summer clothes in winter and coats in summer.