New Hybrid Format of the International Fashion Weeks

COVID-19 forced brands and designers to adapt to a new way of working, including how they market their products. With physical trade shows and fashion events cancelled the in-person fashion shows moved online, the perfect solution to continue is with a hybrid fashion show.

Most of the fashion weeks all around the world have kicked off, with a hybrid model, mixing digital and in-person runway presentations in different cities.

What is the importance and role of international fashion shows?

The term fashion week most generally refers to a weeklong event in which fashion designers and brands display their new clothing lines, especially to live audiences during runway fashion shows.

Fashion Week is a remarkable opportunity for talented designers to show their collections and connect with a targeted, engaged audience. The aim is to help creative and conceptual brands to meet industry professionals and engage new channels – in both sales and publicity.

One of history's first signs of a fashion week, or seasonal collection, can be traced back to fashion designer Charles Frederick Worth. He began showing designs to clients in Paris and was the first to employ real women to showcase his garments. Prior to this, fashion dolls and miniature versions of the designs were either sewn or created with paper to give customers an idea of the final product.

Initially called Press Week, Fashion Week began in New York City in 1943. During World War II, the fashion shows in Paris were cancelled because of the Nazi occupation making it impossible for U.S. journalists to travel to France for fashion inspiration.

First fashion week under the Fédération Française de la Couture. The first recognized Paris Fashion Week was held in October 1973 and organized Haute Couture, Ready-to-Wear, and Men's Fashion into one group showing by the Fédération Française de la Couture.

There are primarily two kinds of shows of womenswear and menswear. There are also shows particular to each location. For example, most haute couture shows are held in Paris, while most business and sales-oriented shows and some haute couture shows take place in New York.

Paris Fashion Week, New York Fashion Week, London Fashion Week, Milan Fashion Week, and Istanbul Fashion Week are the most known Fashion Weeks around the world, attracting buyers, the media, celebrities, top models, and designers who proudly present their latest collections.

With pandemic new regulations this new spring season of Fashion Week Istanbul, is designed in a hybrid format combining digital and physical activities.

Fashion Week Istanbul (FWI) took place on March 15-18 at Soho House Istanbul and on digital platforms.

With long years of digitalization efforts ongoing at full steam even through the pandemic, FWI took place on digital platforms for three consecutive seasons. FWI brings more than ten years of experience and expertise, enhanced by Istanbul’s rich cultural heritage and historical attraction, to present a hybrid program that includes physical venues and digital settings.

To learn more about Istanbul Fashion Week (FWI) and discover the Turkish Fashion Brands follow