Creative sensational from different parts of the world taking style, beauty and definition of fashion to its edge, promotional linchpin of a multibillion-dollar industry, I am talking about nothing else but Fashion Weeks. Fashion weeks are hallmarks of fashion industry to rollout the new season feel in fashion. They generally last up to a week allowing fashion designers, artists and fashion houses to display their latest collection. It hallmarks next seasons “in” things, that’s why it is very important for buyers, media, celebrities and entertainment industry who take that fashion among the general public.

The most famous fashion weeks are held at Fashion Mecca Paris, Milan, London and New York. Since the new millennium fashion weeks are held in different parts of the world to put the local fashion on the world map and making a packed fashion calendar throughout the year. A refreshing sense of national identity and pride has emerged from the achievements of fashion sector - something that was otherwise traditionally been restricted to feats of sporting prowess, adding that its benefits go well beyond the fashion world (Emling 2006).

Fashion weeks are held several months in advance giving chance to designers, media and buyers to preview the trend for the next season. Fashion weeks are bi-annual events; the fashion weeks conducted between January and March are called “fall fashion weeks” whereas the one conducted in September through November are called “Spring Fashion Weeks”. Some fashion weeks can be genre-specific, such as a Miami Fashion Week (Swimwear), Pret-a-Porter (ready-to-wear) Fashion Week, Couture (one-of-a-kind designer original) Fashion Week, Palm Springs Fashion Week (Resort Collections) and Bridal Fashion Week.

History

Omission of fashion week history would be curious at this point of time. Let me throw some light on that. Edna Woodman Chase—former editor of Vogue organized "Fashion Fete," in 1914 to benefit the war-relief effort which is often apocryphally called the first fashion show ever. By the 1920s, the fashion show had gone mainstream. Early shows were often more theatrical than those of today.

They were frequently organized around themes such as Parisian, Persian, Chinese, Russian, and Mexican shows, Leach notes—and often presented with narrative commentary. With invasion of Paris during World War II by Germans, the buyers, retailers who relied on French fashion had to find some alternative means. Then in 1943, a well-known fashion publicist named Eleanor Lambert organized "Press Week" to give glimpse to editors and writers into American designs. The buyers were made to visit the designer showrooms, the plan worked when Fashion beacons Vogue and Harpers bazaar started incorporating American Fashion in their magazines. During the '70s and '80s, American designers began to stage their own shows in lofts, clubs, and restaurants. Spring 1994 saw the true horizon of Fashion week in its true sense (Fortini 2006).

Revenue Generation

Fashion weeks around the world have increased tourism attracting media people, fashion professionals, designers, buyers and fashion followers. Mapihi Opai, chief executive of the nonprofit Fashion Industry New Zealand says "Our ability to compete in a global creative economy is critical to New Zealand's future economic growth and fashion is an important component within that context," An economic impact report on the 2004 event found that it generated 33 million New Zealand dollars, or $21.6 million, for the New Zealand economy in terms of total output, an estimated 30 million dollars for Auckland, and millions more in incremental foreign exchange earnings for designers. Malaysia's deputy tourism minister, Datuk Donald Lim Siang Chai, said "Globally, the fashion industry has proven to be able to attract tourists and Malaysia International Fashion Week, featuring the work of more than 50 local and international designers draw more tourists in November 2006 (Emling 2006).

Ruchi sharma manager of events at the Fashion Design Council of India said “The fashion industry is important to our economy as it creates wealth, employment generation, and earnings for different service providers, while also preserving the traditional crafts skills that add value to garments and give us as a comparative advantage”.

Fashion Weeks with its global approach is spreading its basic boundaries and shape, creating more business, encouraging tourism, supporting creativity and fashion followers urge to explore what’s next in fashion?

References:

Emling S, 2006, ‘Big 4 Fashion weeks get new company’, International Herald Tribune’, October 3

Fortini A, 2006, ‘How the runway took off’, Washington Post.Newsweek Interactive Co. LLC, source: http://www.slate.com/id/2135561 accessed 27th August 2007

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