What Happens At Fashion Week

 

For one month twice a year, the fashion set descends upon the major cities of the world to see the clothing brands have created for the next season.

The outside world often considers it luxurious parties, fashion shows, and over-the-top outfits.

But what actually happens at fashion week?

Though fashion weeks are happening in most major cities worldwide, there are the “big four” that many people plan their years around.

In order of occurrence, these four cities are New York, London, Milan, and ending out the month in Paris.

Not every brand or designer has a runway show. Many designers have a show every year without missing a beat, while others will take a few years off.

Throwing an event during fashion week is often a pricey option for marketing, so the types of brands that tend to show are either well-established contemporary or luxury brands or emerging designers trying to get their name out there.

Not everyone attends for the same reasons, but the overlying purpose is to see what is coming next season and for attendees to use their chosen mediums to share it with the rest of the world, not in attendance.

The crowds are filled with buyers, magazine editors, influencers, photographers, stylists, and many others in the industry who are looking to see the upcoming trends.

Fashion photographers stop show attendees before and after the show to take photos of their outfits.

Often they know who they want to photograph beforehand and will also capture people wearing cool outfits nearby.

The scene looks like how one would picture the paparazzi.

There are a few different types of experiences and events that occur during fashion week.

The main events that brands will put on include shows, presentations, dinners, and parties.

Fashion shows happen at a specific time and generally consist of models walking up and down the runway, with the entire collection coming out together at the end.

Presentations take place for a couple of hours and have models stationary as opposed to walking down a runway, and attendees can come and go as they please to see the outfits.

These allow people to get closer to each design and see the details more clearer than on a runway.

Public relations companies handle most shows. They reach out to all of the invitees and handle confirmations, outfits worn by guests, etc.

Many shows are very exclusive and only allow a small, select number of people to attend.

Others are more welcoming and will allow guests’ friends or assistants to join them, depending on the exclusivity and capacity of the event.

Brands will seek out certain influencers and magazines to invite in hopes that they share across their media channels.Many guests attend the shows wearing the hosting brand’s current season outfits.

They work directly with the brand or their PR companies to select outfits that they will often receive for a few days and return after they are finished wearing them.

Outfits are carefully chosen to ensure everyone is not wearing the same look and timed so they can receive it back to be cleaned for another person to wear if scheduled.

These looks are essential for another large culture of fashion week – street style photographs.