Agenda-setting intelligence, analysis and advice for the global fashion community.
The traditional fashion calendar, in which garments for autumn are presented the preceding February and spring clothing is shown in September, was introduced by King of France Louis XIV. In the 17th century, he established France as the centre of the luxury textile industry, imposing a seasonal schedule wherein new textiles would be released twice a year, as a means of encouraging people to buy more of them. From the beginning, it was simply good marketing — people bought the latest textiles because they were new, not because they actually needed them. That practice has been rinsed to the nth degree, culminating in a gruelling schedule that now spans the world’s four traditional fashion capitals. Is this travelling circus of seasonal fashion shows still relevant in today’s digital, globalised world?
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