What Is Fashion Week And Why Does It Matter?

Fashion week is a series of events and fashion shows where designers, brands, and fashion houses can showcase their designs for the coming year. It brings together every part of the fashion ecosystem, from investors, buyers, designers, and celebrities to media houses.

There are four major fashion weeks known as “The Big Four.” These four are known for their prestige as well as their ability to feature large brands and institutions like Prada, Gucci, and Versace.

The Big Four include the New York Fashion Week, the London Fashion Week, the Milan Fashion Week, and the Paris Fashion Week. Each fashion week has its unique features and brands that are showcased. Milan Fashion Week, for instance, is rooted deeply in craftsmanship and luxury and is a stage favoured by Italian houses to display their devotion to opulence and precision. Its aesthetic is  Italian-maximalist, celebrating rich textures and bold tailoring.

London Fashion Week, in contrast, celebrates rebellion. It is the playground of the avant-garde, where designers attempt various experiments. Its experimental edge is a platform where raw creativity meets street energy.

Across the Atlantic, New York Fashion Week exhibits the more accessible and commercial brands. It’s where fashion sets the trend for global ready-to-wear. 

Then comes Paris Fashion Week, which is regarded as the pinnacle of haute couture. Here, the focus is on artistry and expressionism. Paris remains the heartbeat of fashion, where craftsmanship and imagination converge.

The four major fashion weeks traditionally occur twice a year: the Spring/Summer collection in September/October and the Fall/Winter collection in February/March. However, in modern times, these events occur three times a year with the rise and prominence of menswear. Menswear weeks, however, occur at different times for each location. Paris and Milan have their Fall/Winter season in January, with London joining in for the Spring/Summer collection in June, and New York showcasing in February and September.

Paris also hosts an extra fashion week yearly in January and July, the Haute Couture Week, which occurs only in Paris and is overseen by the Fédération de la Haute Couture, the body that governs haute couture.

At this point, you might be wondering why fashion week happens outside of regular seasons. Well, this is because it takes six to nine months to successfully produce a collection. To ensure the Fall/Winter collection is ready by winter and the Spring/Summer collection is available in summer, it is important for them to be shown and bought in the previous year. For major brands, those who can afford it, there are pre-collections, although these are often shown individually either through campaigns or during exclusive events. The pre-collections include Pre-Fall collections and Resort collections, often to allow buyers who exist outside of the Western weather system more purchasing options. 

Although the runway is the most emphasised aspect of fashion week, it encompasses so much more. After the shows, there are after-parties sponsored by brands, media houses, and even celebrities. Another feature of fashion week is presentations, side showcases where brands can exhibit their designs within their own curated aesthetics. They are often slower paced than the runways, with live models remaining in a pose, allowing their audience to interact with the brand, their team, and their designs.

Due to the massive press coverage at these events, a major highlight in modern times is street fashion and celebrity-influencer content. It shows who attended, what they wore, and which shows they went to. Street style photography has evolved beyond being a prelude to the events; it is now a main part of fashion week culture.

Apart from the main four, there are over 100 fashion weeks worldwide, which are broadly divided into two: international fashion weeks, niche fashion weeks, and private or sponsored fashion weeks. The international fashion weeks range from country-wide events, such as South Africa Fashion Week and Ghana Fashion Week, to city-based fashion weeks, including Copenhagen Fashion Week, Lagos Fashion Week, and Tokyo Fashion Week.

The niche fashion weeks specialise in one aspect of fashion, such as Bridal Fashion Week, and Swimsuit Fashion Week. Sometimes the two are combined, as seen at Miami Swim Fashion Week, which focuses mainly on beachwear and swimwear.

Private Fashion Weeks or Sponsored Fashion Weeks are fashion events sponsored by private individuals or brands. They are often named after the main sponsors, like the FashionEVO Summit.

These smaller fashion weeks (compared to the Big Four) are just as important as the major ones. They ensure the local fashion ecosystem continues to grow by providing a platform for local brands to shine whilst championing sustainability and diversity.

The importance of fashion week to the fashion ecosystem cannot and must not be overlooked. It provides an opportunity for brands to present their new collections to potential buyers and consumers. And although not all designs make it to stores and some are altered to fit buyer and consumer taste, it remains the best way for brands to showcase their designs outside of their showrooms. It also provides the opportunity for new and upcoming brands to present their work to the global community.

Fashion week, or as it is often referred to, fashion season, allows for the breakout of new models, stylists, bloggers, and even designers. By connecting the fashion industry in a few places, it ensures revenue generation from sponsorships, travel, and lodging, as well as by creating seasonal jobs. Fashion weeks set the trends for the upcoming seasons by showing ahead of time what will be available to wear and shop, and what will appear in stores and magazines in a few months.

Fashion week is at the epicentre of everything fashion; not only does it dictate trends, but it also allows for publicity and growth.