Fashion week

A fashion week is a fashion industry event, lasting approximately one week, which allows
fashion designers, brands or "houses" to display their latest collections in runway shows and
buyers and the media to take a look at the latest trends. Most importantly, these events let the
industry know what's "in" and what's "out" for the season.

The most prominent fashion weeks are held in the four fashion capitals of the world: New
York City, London, Milan, and Paris.[1] Some other important fashion weeks in the world are
held in Australia, Bangalore, Jakarta, Berlin, Bangkok, Barcelona, Seoul, Tokyo, São Paulo,
Los Angeles, Łódź, Rome, Dubai, Hong Kong, Buenos Aires, Singapore, Toronto, Dallas and
Madrid.[citation needed]

Characteristics
Fashion week happens twice a year in the major fashion capitals of the world: New York, Paris,
London and Milan . Fashion weeks are held several months in advance of the season to allow the
press and buyers a chance to preview fashion designs for the following season. From January
through April designers showcase their autumn and winter collections. Fashion week for spring and
summer is held from September through November. This is also to allow time for retailers to arrange
to purchase or incorporate the designers into their retail marketing. The latest innovations in dress
designs are showcased by renowned fashion designers during these fashion weeks, and all these
latest collections are covered in magazines such as Vogue.

Schedule

New York City, London, Milan, and Paris each host a fashion week twice a year with New
York beginning each season and the other cities following in the aforementioned order.

There are two major seasons per year - Autumn/Winter and Spring/Summer. For
womenswear, the Autumn/Winter shows always start in New York in February and end in
Paris in March. Spring/Summer shows start in New York in September and end in Paris in
October. Menswear Autumn/Winter shows start in January in Milan for typically less than a
week followed by another short week in Paris. Menswear Spring/Summer shows are done in
June. Womenswear haute couture shows typically happen in Paris a week after the Menswear
Paris shows. For the first time, womenswear haute couture was also shown in Singapore,
during its haute couture Women's Fashion Week in October 2011. This was the first time
womenswear haute couture shows were held outside of Paris.[2][3]

Over the past few years,[when?] more and more designers have shown inter-seasonal collections
between the traditional Autumn/Winter and Spring/Summer seasons. These collections are
usually more commercial than the main season collections and help shorten the customer's
wait for new season clothes. The inter-seasonal collections are Resort/Cruise (before
Spring/Summer) and Pre-Fall (before Autumn/Winter). There is no fixed schedule for these
shows in any of the major fashion capitals but they typically happen three months after the
main season shows. Some designers show their inter-seasonal collections outside their home
city. For example, Karl Lagerfeld has shown his Resort and Pre-Fall collections for Chanel in
cities such as Moscow, Los Angeles and Monte Carlo instead of Paris. Many designers also
put on presentations as opposed to traditional shows during Resort and Pre-Fall either to cut
down costs or because they feel the clothes can be better understood in this medium.

Some fashion weeks can be genre-specific, such as a Miami Fashion Week (swimwear), Rio
Summer (swimwear), Prêt-a-Porter (ready-to-wear) Fashion Week, Couture (one-of-a-kind
designer original) Fashion Week and Bridal Fashion Week, while Portland (Oregon, USA)
Fashion Week shows some eco-friendly designers.

History

In 1943, the first New York Fashion Week was held, with one main purpose: to distract
attention from French fashion during World War II, when workers in the fashion industry
were unable to travel to Paris. This was an opportune moment - as for centuries designers in
America were thought to be reliant on the French for inspiration. The fashion publicist
Eleanor Lambert organized an event she called ‘Press Week’ to showcase American
designers for fashion journalists, who had previously ignored their works. The Press Week
was a success, and, as a result, magazines like Vogue (which were normally filled with
French designs) began to feature more and more American innovations. Until 1994, shows
were held in different locations, such as hotels, or lofts. Eventually, after a structural accident
at a Michael Kors show, the event moved to Bryant Park, behind the New York Public
Library, where it remained until 2010, when the shows relocated to Lincoln Center.

However, long before Lambert, there were fashion shows throughout America. In 1903, a
New York City shop called Ehrich Brothers put on what is thought to have been the country’s
first fashion show to lure middle-class females into the store.[4] By 1910, many big
department stores were holding shows of their own. It is likely that American retailers saw
that they were called 'fashion parades' in Paris couture salons and decided to use the idea.
These parades were an effective way to promote stores, and improved their status. By the
1920s, the fashion show had been used by retailers up and down the country. They were
staged, and often held in the shop’s restaurant during lunch or teatime. These shows were
usually more theatrical than those of today, heavily based upon a single theme, and
accompanied with a narrative commentary. The shows were hugely popular, enticing crowds
in their thousands – crowds so large, that stores in New York in the fifties had to obtain a
license to have live models.

New York Fashion Week

The semi-annual New York Fashion Week, branded Mercedes-Benz FashionWeek in 2009, is held in
February and September of each year in New York City. It is one of four major fashion weeks held
around the world (along with those in Paris, London, and Milan).[1

History

The first New York Fashion Week (which was then called "Press Week") was the world's
first ever organized fashion week. First held in 1943, the event was designed to attract
attention away from the French fashion during World War II, when fashion industry insiders
were unable to travel to Paris to see French fashion shows.[2] Fashion publicist Eleanor
Lambert organized an event she called "Press Week" to showcase American designers for
fashion journalists, who had previously neglected their innovations.[2] (Buyers were not
admitted to the shows, and instead had to visit designers' showrooms.[2]) Press Week was a
success, and fashion magazines like Vogue, which were normally filled with French designs,
increasingly featured American fashion.[2]

In 1994, the event was moved to its former site in Bryant Park by Fern Mallis, where it was
held inside a series of large white tents in the almost-block-long park.[3] Admission is by
invitation only, to the fashion industry, fashion press, assorted celebrities, and internet based
Fashion press (e.g. District L, Fashionista, FWD, The Fashion Bomb). Beginning in February
2009 (showing Fall 2009), many designers opted out of their usual Bryant Park tent fashion
shows because of the poor economy and held smaller presentations.

At the Fall 2009 Fashion Week the public got a taste of technology as it is shaping the future
of fashion. It is not only making it cheaper and easier for designers to create their collections,
it is also saving them travel time as many broadcast their lines over the Internet. Many
designers opted to not only market online but also sell exclusively online. Designer Norma
Kamali and the Polo Ralph Lauren Rugby brand both have an application for the Apple
iPhone. In the Vivienne Tam show, models walked the runway carrying Hewlett Packard
mini notebook computers instead of the expected handbag. Mercedes-Benz officially became
the sponsor of the event, and New York Fashion Week was called "Mercedes-Benz Fashion
Week" from then.

Because of the recession affecting most of the world, designers were stepping outside of the
box for fall 2009. In previous years, fashion houses would be expecting costs up to $750,000
to produce a quality runway show. The idea of using mannequins to display clothing was
used by established designers Betsey Johnson and Vera Wang as a way to cut model and
runway costs. Mara Hoffman, Sergio Davila and Nicholas K saved 40 percent of their costs
by combining their separate lines into one show. Another trend seen during fall 2009 Fashion
Week was recession friendly fashion. A number of pieces displayed were items that could be
worn in the fall and carry over to the spring. A popular staple was bold color dressed that
could be worn over a turtleneck in colder weather and stand alone in the spring; convertible
blazers were introduced by Vera Wang and Karen Walker as a way to get double the wear out
of one piece.

Due to increasing pressure from Bryant Park management, Mercedes-Benz Fashion Week
was hosted in Damrosch Park at the Lincoln Center for the Performing Arts for the first time
in September 2010.

In addition to the new location, Mercedes-Benz Fashion Week partnered with Fashion GPS, a
new technology that offered quick seating and check-in for guests at the shows.[4]

2011 Fall / Winter Fashion Week

The 2011 Mercedes-Benz Fall Fashion week collection will be showcased starting the second
week of February and will be held at the Lincoln Center for Performing Arts.[5] The Lincoln
Center for the Performing Arts offers an additional 17,000 square feet of space, but the
location change is still receiving mixed reviews.[citation needed]

There initially appeared to be a trend toward darker and more sombre designs.[6]
2013 Fashion Week

Dates for 2013 have been set for September 6 - 13, 2012 (Spring-Summer 2013) and
February 7 - 14, 2013 (Fall / Winter 2013).[7]

London Fashion Week

London Fashion Week is an apparel trade show held in London, England twice each year, in February
and September. It is one of the "Big Four" fashion weeks, along with New York Fashion Week, Milan
Fashion Week and Paris Fashion Week.

Organization

Organised by the British Fashion Council (BFC) for the London Development Agency with
help from the Department for Business, Innovation and Skills, London Fashion Week first
took place in 1984. It currently ranks alongside New York, Paris and Milan as one of the 'Big
Four' fashion weeks.[1] It presents itself to funders[2] as a trade event that also attracts
significant press attention and benefit to taxpayers. It is also able to get an official
sponsorship from Mercedes-Benz,[3] a worldwide known automobile brand and global
hairdressing company Toni & Guy. It states that it is attended by over 5,000 press and buyers,
and has estimated orders of £40m[4] or £100m.[5] A retail-focused event, London Fashion
Weekend, takes place immediately afterwards at the same venue and is open to the general
public.[6]

The current venue for most of the "on-schedule" events is Somerset House in central London,
where a large marquee in the central courtyard hosts a series of catwalk shows by top
designers and fashion houses,[7] while an exhibition, housed within Somerset House itself,
shows over 150 designers.[8] However, many "off-schedule" events, such as Vauxhall Fashion
Scout and On|Off, are organised by other private-funded groups and take place at other
venues in central London.[9]

Milan Fashion Week

Milan Fashion Week (Italian: Settimana della moda) is a famous fashion week held semi-
annually in Milan, Italy spring / summer event held in February - March of each year and
autumn / winter event held in September - October of each year.

Milan Fashion Week, established in 1958 is part of the Big 4 fashion weeks internationally,
the others being Paris Fashion Week, London Fashion Week and New York Fashion Week.[1]
The schedule begins with New York, followed by London, and then Milan, and ending the
events in Paris.

Milan Fashion Week is owned by Camera Nazionale della Moda Italiana (In English The
National Chamber for Italian Fashion), a non-profit association which disciplines, co-
ordinates and promotes the development of Italian Fashion and is responsible for hosting the
fashion events and shows of Milan. The "Camera Sindacale della Moda Italiana", was set up
on 11 June 1958. This was the forerunner of the body which subsequently became the
"Camera Nazionale della Moda Italiana". Proprietors of the most important haute couture
establishments in Italy, including some private establishments, which, in those days, played a
crucial role in the promotion of this sector, were present at the Memorandum of Association:
Maria Antonelli, Roberto Cappucci, Princess Caracciolo Ginnetti, Alberto Fagiani, Giovanni
Cesare Guidi, Germana Marucelli, Emilio Federico Schuberth, Simonetta Colonna Di Cesarò,
Jole Veneziani, Francesco Borrello, Giovanni Battista Giorgini and the lawyer Pietro Parisio.

The events dedicated to women's fashion are the most important (Womenswear / Milan SS
Women Ready to Wear, and Milano Moda Donna being the major fashion shows). The
summer events dedicated to men include Menswear and Milano Moda Uomo.

In 2012 Milan Fashion Week starts January 14 with Corneliani, and will be followed by
shows from major fashion houses such as Roberto Cavalli, Dolce & Gabanna, Gucci, Prada
and more.[2]

Paris Fashion Week

Paris Fashion Week is a famous fashion week held semi-annually in Paris, France with
Spring / Summer and Autumn / Winter events held each year. Dates are determined by the
French Fashion Federation. Currently, Fashion Week is held in the Carrousel du Louvre, as
well as at various other venues throughout the city.

Paris Fashion Week is part of the Big 4 fashion weeks internationally, the others being
London Fashion Week, Milan Fashion Week and New York Fashion Week.[1] The schedule
begins with New York, followed by London, and then Milan, and ending the events in Paris.

In 2012 Paris Fashion Week (Fall / Winter season) starts January 18 with Y Project by Yohan
Serfati, and will be followed by shows from major fashion houses such as Louis Vuitton,
Comme des Garcons Homme Plus, Dior Homme, Paul Smith and more. These runway shows
are held to advertise and to increase sales for famous fashion designers. The best models are
featured in the shows, and catwalks must to perfected for these models.[2]

In addition to Ready to Wear shows, there are Men's and Haute Couture shows, which are
held semiannually for the Spring/Summer and Autumn/Winter seasons.[3]

Australian Fashion Week

Mercedes-Benz Fashion Week Australia is an annual fashion industry event, currently
sponsored by Mercedes-Benz and showcasing the latest seasonal collections from Australian
and Asia Pacific Designers.[1]

Australian Fashion Week is an industry fashion week intended for retail buyers to buy
forthcoming spring/summer collections directly from designers and manufacturers, as
opposed to a consumer fashion week, which showcases clothes currently available instore
and is targeted to fashion consumers.

It is held at the International Passenger Terminal at Sydney's Circular Quay in April/May of

each year, having formerly been held at Fox Film Studios, Moore Park and Melbourne's St
Kilda pier.
Mercedes-Benz Fashion Week Australia has helped bring attention to a number of Australian
designers such as Lisa Ho, Alex Perry, Zimmermann, Toni Maticevski, Collette Dinnigan,
Leona Edmiston, J'Aton Couture, Ericaamerica, Easton Pearson and Gwendolyne.

History

The event was the brainchild of PR consultant and former ski magazine reporter Simon Lock.
Launched in 1995, in its debut year the event featured shows by Australian designers
including Akira Isogawa, Alex Perry and Wayne Cooper. The event had mixed success;
British fashion writer Susan Owens wrote a scathing review dubbing it "Fashion Weak" and
writing that 25 broken-hearted designers had thrown away their money.[2]

In 2005, event founder Simon Lock sold the event and its parent company Australian Fashion
Innovators to the New York-based International Management Group.[3] The deal was
rumoured to have been worth several million dollars.[4]

Rosemount Estate wineries acquired naming rights from Mercedes-Benz in 2006 and the
event was renamed Rosemount Australian Fashion Week (RAFW), but the principal
sponsorship passed back to Mercedes-Benz in 2011.[5]

Lock worked with IMG for the next five years before departing the company in 2010.[6] In
2011 he was presented with the Australian Fashion Laureate award, the first non-designer to
receive it. At the time he was building a ski hotel in Japan and spending more time with his
children.[7]

Highlights and criticism

Australian Fashion Week has attracted criticism of being out of sync with the global fashion
market; some popular designers pulled out of the 2012 event in order to prepare for
international events.[8]

The event has also been criticised for featuring inexperienced emerging designers rather than
big names, that its collections are conspicuously 'influenced' by European designers, and that
it resorts to cheap theatrics that have included everything from Afghan hounds to midgets in
lederhosen.[9]

However, fashion journalist Marion Hume argues that the non-participation of established
designers is welcome. "It lets those designers grow [by going overseas] and gives space for
younger ones to come up,” she said. “It’s a natural progression and shows a healthiness in
Australian Fashion Week.”[10]

The event relies heavily on the participation of international celebrities. In 1997, supermodel
Linda Evangelista's appearance in the Alex Perry show drew international attention to the
event. Eva Herzigova donned a $500,000 pearl bikini to launch Tigerlily’s first runway show
in 2001.[11]

Jade Jagger modelled for Charlie Brown in 2005.[12] Dita Von Teese was a guest of honour in
2007, giving a sexy performance that featured her straddling a giant MAC lipstick. Singer
Macy Gray performed at the Marcs show in 2008, and celebrity fashion blogger Susie Bubble
covered the 2010 event.

2001 saw some notorious appearances of animals as a runway gimmick. Model Kristy Hinze
wore a snakeskin bikini with a live snake draped around her shoulders. It began to wrap itself
around her neck, to her evident discomfort. Meanwhile, streetwear label Ksubi (then named
Tsubi) released 169 live rats onto the runway, one of which was killed, prompting an RSPCA
investigation.[13]

2012 event

The complete list of designers presenting at Mercedes-Benz Fashion Week Australia 2012 is:
Aje, Akira, Alice McCall, An Ode to No One, Aurelio Costarella, Bec & Bridge, Bless’ed
Are The Meek, Bowie, By Johnny, Camilla, Carl Kapp, Christopher Esber, Dylan Cooper,
Dion Lee, Ellery, Flowers For a Vagabond, Fernando Frisoni, Gail Sorronda, Gary Bigeni,
Ginger & Smart, Hardwick by Mariana Hardwick, Jenny Kee, Jayson Brunsdon, Johanna
Johnson, Josh Goot, Kirrily Johnston, Kooey Australia, Ksubi, Lisa Ho, Lisa Maree,
Manning Cartell, Magdalena Velevska, MATICEVSKI, Mens Show, Michael Lo Sordo,
Miss Unkon, nANA jUDY, New Generation 1, New Generation 2, Oroton, Raffles
International Designer Showcase, Romance was Born, Roopa Pemmaraju, Sara Phillips, Song
for the Mute, Style Hong Kong, Suboo, Talulah, The Innovators, Toi Et Moi Sydney, Watson
X Watson, Whitney Eve and WE by Whitney Eve, We Are Handsome and Zimmermann.

Title sponsor Mercedes-Benz is supported by government partners Destination NSW and

Austrade, Maybelline New York, DHL, HP/Intel, Redken 5th Avenue NYC and EYE and as
well as media outlet Getty Images.

Bangalore Fashion Week

Bangalore Fashion Week (BFW) is a bi-annual fashion event held in the IT Capital of India,
Bangalore.[1] Established in 2009, The name Bangalore Fashion Week follows the
international practice of christening the fashion week event after the name of the city in
which it is being held.

The participation to Bangalore Fashion Week is ‘by invitation only’ and each participating
designer has to undergo a stringent jury which selects the designer on the basis of the
ingenuity of his design.

Overview

The Indian Fashion Scene is divided into 3 Sectors - North, Central and South.

Wills India Fashion Week is Executed in the North India (Delhi) whereas Lakme Fashion
Week is executed in the Central Sector (Mumbai) and in the South Sector - Bangalore
Fashion Week
BFW Events

 1st BFW (23–26 July 2009)

 2nd BFW (28–31 January 2010)
 3rd BFW (22–25 July 2010)
 4th BFW (3–6 February 2011) [1]
 5th BFW (28–31 July 2011)
 6th BFW (2–5 February 2012)
 7th BFW (26–29 July 2012)
 8th BFW (24–27 January 2013)

Introduction of the concept of a Festive platform for Indian designers

India, the land of varied cultures and traditions is a land of festivals and fairs.

It is a land of festivity. Whether you go to the East or the West, North or the South you would
be able to enjoy every month a festival or a fair. Be it cultural or religious, it gives everyone
an opportunity to enjoy and join the festivity.

Bangalore Fashion Week introduced the concept of a Festive platform for Indian designers in
the month of July 2009

This commitment to Festive provides increased exposure for Indian designers to buyers,
media and the fashion industry both in India and abroad.

The new Festive Wear caters to consumer demand in India and abroad. Especially so, when
India celebrates numerous Festivals throughout the year. [2]

Introduction of BFW - World Tour

With Qualitative focus on Fashion and an objective to Promote Indian Fashion at Various
Indian Fashion Friendly Locations the world over, Dream Merchants Launches its
International Fashion Event, BFW – World Tour.

The 1st International Event is planned at Bangkok, Thailand between 8th and 10th March
2013.

Jakarta Fashion Week

Jakarta Fashion Week (JFW) is held annually and aimed to provide directions to the
Indonesian fashion industry as well as a vehicle to demonstrate its wealth in talents and
creativity.[1] Ultimately, the goal is to turn Jakarta as a major fashion hub in the region and
the world. Since 2008 the Fashion Week is held at the Pacific Place shopping mall in South
Jakarta and organized as a collaboration between the Municipal Government of Jakarta,
major stakeholders of the fashion industry and Feminagroup.
Indonesia’s leading designers such as Sebastian Gunawan, Musa Widyatmojo, Taruna K.
Kusmayadi, Putu Aliki, Jeanny Ang, Lenny Agustin, Carmanita, Ghea Sukasah and Denny
Wirawan] showcase their design in the event. Many of them will present collections inspired
by the country’s rich heritage in different types of traditional fabrics while simultaneously
keep their eyes on the present and future.[2]

On top of that, Indonesia’s crop of new talents will also be introduced in the Young Fashion
Designer Award segment, otherwise known as Fashion Designer Competition (LPM). Since
its inception in 1978, LPM has orbited several of Indonesia’s top designers such as
Carmanita, Chossy Latu, http://www.edwardhutabarat.com/ Edward Hutabarat, Itang Yunasz,
Musa Widyatmojo and Denny Wirawan. Ever since the award was reactivated in 2004, LPM
has also helped the careers of new upcoming designers such as Stella Rissa,[3] Jeffrey Tan,
Eny Ming, Andreas Odang, Zacky Gaficky, and Billy Tjong.

All the shows are invites-only, targeted to celebrities, socialites, buyers, local and foreign
media and all who love fashion.

In 2008 Jakarta Fashion Week featured 45 designers including a collaboration segment

supported by Austrade with Australian designers including Akira Isogawa [4]

In 2009, Jakarta Fashion Week presented by Bank BRI, The event held on November 14–20
and featuring 60 designers with a special collaboration program between two of Indonesia’s
renowned designers (Priyo Oktaviano and Sebastian Gunawan) with two of India’s esteemed
designers (Tarun Tahiliani and Malini Ramani). This exchange is part of a cultural
exploration program made possible with the cooperation and support from the Embassy of
India.[5]

In 2010, Jakarta Fashion Week will be held in Pacific Place Mall Jakarta on 6–12 November
2010.

The JFW is organized by event management company Azura Activation, part of the
publishing company Femina Group, which since its founding in 1971 has been active in
promoting the Indonesian fashion industry through various editorial initiatives as well as
events.

Berlin Fashion Week

Berlin Fashion Week is a fashion week held annually in Berlin, Germany since July 2007. It
is still very "young" and not as famous as the big four (New York, London, Paris, Milano)
fashion weeks, but it has gained attention for its many creative young designers who are
flourishing in the city of Berlin. Since July 2011, the event takes part in front of famous
Berlin Brandenburger Tor.

In cooperation with Elle, Mercedes-Benz Fashion Week has featured every season a young
international talent since Spring/Summer 2012 season. Another important event for young
designers is the Designer for tomorrow award which is held every summer season. A jury
which famous international designer Marc Jacobs belongs to chooses a winner who will be
able to present his own show in the next winter season.
São Paulo Fashion Week
The São Paulo Fashion Week (SPFW) is a fashion event, held at Ibirapuera Park, in São
Paulo, notable as "Latin America's pre-eminent fashion event," according to one report.[1] It
began in 1996, when the event was known as Morumbi Fashion Brazil. It won the current
name in January 2001. Today, the event is the most important fashion show in Latin America.
Besides structuring the whole textile industry of the country, the event has been marked by
campaigns for hunger, for the prevention of cancer and Aids, recycling of waste, education
and more recently celebrated the centenary of Japanese diaspora to Brazil (Spring
Collection/2008).

It was in 1995 that the Morumbi Fashion shook the world of Brazilian fashion. In the
beginning, they were four parades daily with audience of 300 people. During this period the
world took notice of models such Gisele Bündchen, Isabeli Fontana, Ana Claudia Michels,
among others. Many names of designers came up at that time also, as Ricardo Almeida,
Reinaldo Lourenço, Ronaldo Fraga. Years before, international brands such as Chanel and
Versace first appeared in Brazil due to the opening of imports of the Collor government.
Business owners were forced to invest in technology, machinery and labour-Expertee to
compete with the foreign brands that grew instantly in Brazil. That brought a significant
change to Brazilian fashion as whole.

Today's event happens twice a year, one in January, featuring the fall collection, and June
with spring collection, with its all-famous Brazilian lines of beachwear such as Amir Slama's
Rosa Cha. In the first ten years, the investments grew from 600 thousand reais to more than
five million in 2006. It increased from 21 to 46 the number of houses participants and their
audience also grew to about 100 thousand people. In 1996, the event had attracted thirty
thousand visitors.

Some famous designers that show collections in SPFW are Tufi Duek, Alexandre
Herchcovitch and Amir Slama. SPFW has seen appearances from some famous actors, such
as Ashton Kutcher and others.

There has been controversy in the past about a "longstanding bias towards white models" and
a report in 2009 that quotas were imposed to require that 10 percent of models be "black or
indigenous" as a way to foster equal opportunity.[1]

Los Angeles Fashion Week

Los Angeles Fashion Week takes place each March (for fall collections) and October (for spring
collections) in locations throughout the Los Angeles area. It is sponsored by a number of businesses
that hire up-and-coming LA-based fashion designers.

History

Los Angeles Fashion Week started in the middle of the 20th century with "Press Week" and
the invitation of fashion journalists to see collections from, and in, Southern California.
Since the late 1990s, Los Angeles Fashion Week has been represented and coordinated by a
loose consortium of L.A. fashion designers, journalists, and marketers interested in its
success. Among the longest running Fashion Week exhibitions since that time is Gen Art,
with its annual "Avant Guardians" and "Fresh Faces in Fashion" events, which are held in
March and October respectively at venues throughout Los Angeles.

In 2002, IMG's fashion division, which produces Mercedes-Benz Fashion Week in New
York, made its first foray west, with Mercedes-Benz Shows LA in downtown Los Angeles at
The Standard hotel. Simultaneously, Davis Factor and Dean Factor produced Smashbox
Fashion Week Los Angeles at Smashbox Studios in Culver City. Dozens of designers showed
their collections to journalists, celebrities, family and friends at these two centralized venues,
while others still chose to show their collections in unique off site venues such as nightclubs,
private estates, train stations, churches and lofts. In 2003, IMG and Smashbox united under
one banner to streamline services and venues, choosing the Factor-owned Smashbox Studios
Culver City location over downtown Los Angeles venues. The relationship between IMG and
Smashbox Studios lasted for five years, with the October 2008 shows marking their final
presentation together. Journalists faulted the quality of the designer collections shown;
designers faulted the lack of media attendance and the late date on the international calendar;
and most everyone faulted the isolated venue experience and insubstantial celebrity
attendance.

In October 2005, the LA Fashion Awards debuted to celebrate and honor the very best of
California fashion. The annual Awards are timed at the closing of Fashion Week and the
opening of Market Week in October, at the service of both retail store buyers and press. A
nominating committee of more than forty of LA's top fashion journalists, merchandisers,
stylists, designers and marketplace experts participate in the selection process. Among past
winners are educator Rosemary Brantley; retailers Ron Herman, Fred Segal, Cameron Silver
and Christos Garkinos; designers Trina Turk, Monique Lhuillier and Max Azria; fashion
innovators Nony Tochterman of Petro Zillia, Rozae Nichols and Juan Carlos Obando;
journalist Rose Apodaca; stylist Arianne Phillips; web publisher DailyCandy; event producer
Gen Art; brands American Apparel, Volcom, J Brand, Bebe, Guess; and the television show
Project Runway. The program is produced by LA Fashion Awards, LLC, which was co-
founded by fashion industry veterans Jennifer Uner and Mary Hill with the support of several
visionary sponsors and the endorsement of local fashion industry non-profit organizations
California Fashion Association, Fashion Group International of Los Angeles, Fashion
Business Incorporated, the Fashion District BID, and also the Los Angeles County Economic
Development Corporation and WTCA. The Awards were placed on hiatus in October 2008
after sponsorship support was put on hold in the wake of the financial market meltdown that
September. This annual program is expected to return in 2009.

In February 2007, artist Peter Gurnz, developer Gary Warfel, and downtown resident Brady
Westwater - all members of the Downtown Los Angeles Neighborhood Council (DLANC) -
created an alternative Fashion Week venue in Downtown Los Angeles, for the first time since
IMG moved their production to Smashbox Studios in 2003. It was produced by a local arts
organization, BOXeight, founded by artist/designer Peter Gurnz. In Spring 2007, after just 6
weeks of preparation, BOXeight Fashion Week had its first show at the Los Angeles Theater.
In Fall 2007, it moved to Vibiana LA, the newly restored Cathedral of Saint Vibiana. In 2008,
it moved again, this time eastward to BOXeight's headquarters on the fringe of downtown's
warehouse district, which added further patina to its independent street credibility.
With the help of various economic and industry forces, the success and notoriety of L.A.
Fashion Week continues to rise. City of Los Angeles Mayor Antonio Villaraigosa has begun
to recognize these efforts and connect with the fashion community. In October 2007 he
recognized the contributions of the fashion industry with a compelling speech at the opening
of the LA Fashion Awards, toured the BOXeight runway show venue at Vibiana, and visited
the Designers & Agents trade show and the wholesale showrooms at the Cooper Design
Space, New Mart and California Market Center. Early in 2008 the mayor's office briefly
formed a committee to better harness and organize the energies of the loose consortium that
has worked diligently to improve the reputation of Los Angeles as a fashion capital and the
bottom lines of the businesses operating there.

Events

The main attraction of L.A. Fashion Week between 2003 and 2008 was Mercedes-Benz
Fashion Week at Smashbox Studios. This was replaced in 2009 by a vibrant slate of fashion
events at venues across L.A. Key events of Los Angeles Fashion Week include Gen Art's
Avant Guardians (March) & Fresh Faces in Fashion (October), the Los Angeles Fashion
Awards, BOXeight Fashion Week, Designers & Agents, Downtown LA Fashion Week
(Concept Los Angeles Fashion Week) and an array of individual designers such as who
present their collections independently. In 2009 it also featured "Passion...Revealed", an
event featuring both established and up-and-coming fashion designers.

The bi-annual Concept Los Angeles Fashion Week event takes place in the “ACE Gallery”
located At The Wilshire Tower, showcasing up and coming designers such as innovative
Curly-V[1].

Los Angeles Fashion District

The L.A. Fashion District is a business improvement district (BID), funded by over 700 property
owners. The Fashion District spans 90 blocks and is the hub of the apparel industry on the West
Coast of the United States. 2008 also marked the beginning of "Belle Du Jour" (The Look of LA), an
annual fashion show contributing toward the common goal of showcasing talented LA based fashion
designers.

Dubai Fashion Week

Dubai Fashion Week (DFW) was established in 2006 and in the year 2010 it was purchased
by the Capital Marketing FZ LLC. It is now a permanent feature on the international fashion
week circuit alongside London, Paris, Milan Sydney and New York and others showing new
season’s collections twice a year to media, buyers and private clientele. Spring/summer
collections are held in late October, autumn/winter collections in late March. In recent years
the event has consolidated its role in the region as the Middle East fashion week. Regularly
designers now participate from other fashion centers around the Middle East including
Bahrain, Egypt, Lebanon, Qatar, Syria, Turkey as well as the United Arab Emirates.
Designers from Pakistan as well as India have also chosen to show their collections in Dubai.

It is a by invitation only event.[1]

A Unique Fashion Week

Dubai Fashion Week is like no other fashion week on the international circuit. In addition to
being hosted in a city that can only be described as a new age phenomenon the designer
collections presented each season are a mix of traditional Arabian culture, modern couture
and international ready to wear. A number of designers that participate are artisans
specializing in creating traditional Abayas worn by many women throughout the Arabic
world. Far from the simple black cloaks of yesteryear these amazing embellished creations
are sort after throughout the Middle East by women who celebrate traditional dressings but
with an independent and individual style. The Middle East also has a great tradition of haute
couture dressing with many stylish women from the region being regular VIP guests at the
couture shows in Paris each season. Around these discerning private individual buyers, the
many socially active residents as well as the growing celebrities of the region, a strong
contingent of local haute couture designers has emerged. These designers, many of whom
that have now become demi couture designers, are now sort after by many international
department store evening wear floors around the world. Dubai Fashion Week is also proud
each season to showcase the most rapidly growing section of the industry regionally and that
is the unique and innovative ready to wear designers. Showing contemporary men’s and
women’s day wear as well as special occasion dressing, these designers are as relevant in
multi label boutiques and departments stores throughout the world as they are in the five star
shopping malls of Dubai. The event each season also ensures there is a focus on new
emerging talent across all the various industry disciplines that participate at Dubai Fashion
Week.

The Center to Showcase in the Middle East

Free of political and economic unrest Dubai is perfectly located at the cross roads of the
Middle East to play host to the best designers from around the region. The city’s international
renowned array of hotels, fine dining restaurants, fashionable bars and clubs combined with
the favors of Arabic culture make for the perfect backdrop to an international fashion week.
Dubai is also a central travel hub for the region, the home of award winning Emirate Airlines
and the recently opening Terminal Three at Dubai airport, the most luxurious and efficient
terminal in the world. Dubai Fashion Week has opening its catwalks to the region as “The
Middle East Fashion Week” and is progressively working with the best designers to further
cement it’s positioning as the centre to show in the Middle East. Over time this will include
designers from Bahrain, Cyprus, Egypt, Iran, Iraq, Israel, Jordon, Kuwait, Lebanon, Oman,
Gaza, Qatar, Saudi Arabia, Syria, Turkey, Yemen as well as the United Arab Emirates. Dubai
Fashion Week has also welcomed designers from Pakistan and India. As an international
fashion week Dubai Fashion Week : The Middle East Fashion Week has been growing its
reputation amongst buyers, media and private clientele as the one stop shop for the best
designers in the Middle East.

The Venue

Built under the direction and foresight of the ruler of Dubai, His Highness Sheikh
Mohammed bin Rashid Maktoum, the Dubai World Trade Centre is the home of Dubai
Fashion Week. It is a state of the art exhibition centre boosting 1,000,000 square feet of
beautifully appointed exhibition space. Centrally located to hotels and transport the DWTC is
the largest exhibition centre in the Middle East and is an integrated complex of venues,
restaurants, coffee shops, shaded outdoors areas and shops. The newly completed Sheikh
Saeed Halls incorporating the Trade Centre Arena is the jewel in the crown of DWTC and
where the Dubai Fashion Week collections are held. The Arena is truly a world class venue
of over 9,100 square meters of covered exhibition space with a ceiling height of 14 meters
that allows for incredible creative flexibility in producing the various collection shows,
exhibitions and events of Dubai Fashion Week. DFW also intends to schedule and produce
showcases over multiple 5 star hotels such as Mddinat Jumeirah, Jumeirah Beach Hotel, Burj
Al Arab, Grand Hyatt, Atlantis & Wafi, which will not only provide the perfect canvas to
stage the 5-day schedule of collection shows, its exceptional facilities and service also will
define luxury & fashion.DFW will utilize a variety of different areas at the Hotels,
comprising the following event components:

 The entrance
 Registration and red carpet arrivals
 Pre show hospitality–free flowing champagne
 The Collection showroom
 Backstage Luxury hospitality
 Luxury Lounges

Dubai Fashion Week organizers have taken advantage of this amazing venue to design a
fashion theater that allows designers to produce collections shows in many formats and
themes. Creative innovation is the cornerstone of presenting collections and The Arena @
DWTC is the perfect environment to encourage this to happen. Total capacity of the
collection showrooms will be maintained between 350 -450 seating, including pre function,
the collection showroom and the Luxury Lounge.

DFW Fashion Theater

In keeping with lavish and often highly decorated and embellished collections presented at
Dubai Fashion Week a departure has been made from the standard catwalk collection
showroom configuration and a specially designed Fashion Theatre has been created to present
DFW collections. Within The Arena @ DWTC the Fashion Theatre will allow designers to
be able to present their collections in a variety of creative and inspiring configurations. The
central focus of the Fashion Theatre is a wide open space without the normal confines of just
a central runway. This will enable great flexibility in the presentation of collections allowing
designers to potentially incorporate live music, a range of different chorography formats or
perhaps including dancers if so desired. The concept is too provide a creative flexible space
where designers are able to bring their collections to life in the most creative and theatrical
way. The Fashion Theatre will also however be able to be set up as a classic catwalk as well.
This amazing space will incorporate state of the art lighting and sound as well the latest in
digital projection all housed within The Arena @ DWTC with its towering 14 m high
ceilings.

The Schedule

Consolidated over a four or five day period each season the official Dubai Fashion Week
schedule outlines all the major activities of the week. The schedule is designed so that buyers,
media and individual clientele can attend all collections shows as there are no conflicts on the
schedule. The schedule also lists all the other major events associated with the week
including official openings, media events, various sponsor and designer after parties and
launches. The collection shows are generally held two hours apart commencing at around 12
noon and continuing until the evening. The collections feature Abaya designers, haute
couture designers as well as ready to wear designers. The schedule also includes a collection
show that is dedicated to emerging talent from the region. A finale show usually closes the
schedule attended by all the event delegates and designers and generally presents a collection
show for a charity or an industry associated initiative.

The Collection @ DFW

The Dubai Fashion Week collections shows are all held in the specially designed fashion
theatre at The Arena @ DWTC. This inventive space allows for a number of different
configurations for collection shows to be produced ensuring that each designers is able to
bring their own personal style and vision to presenting their collections. The latest lighting
and sound technology is also integrated with digital projection to bring world-class
production techniques to all the collection shows. Dubai Fashion Week has been fortunate to
play host to some of the best designers in the region, they include: Abeer Al Suwaidi, Aly
Fawaz, Amir Adnan, Amber Feroz, Amal Muraad , Aiisha Ramadan, Bisma Ahmed, Body
Amr, Dar Sara High Fashion,Dar Waad Designs, Essa, Falguni and Shane Peacock, Fatma Al
Majid, Furne One, Hanayen, Hatem Alakeel, Homa, Hend Al Mutawa , Qamar, Lamya
Abedin, Mariam Al Mazro , Moza Al Mazro, Meher and Riddhima, Michael Cinco ,
Nabrman, Neon Edge, Rashmi & Muskan , Reem & Hind Beljafla – DAS, Rouge Coture,
Saher Dia, Samsaara, Salma Khan, Sara Almadani and Apple Wang, Shrekahnth, Sobia
Nazir, Umar Sayeed, Zaeem Jamal, Nasrine Dechache, Nova Krishnan, Samah Ali, 1001
Abayas, Al Motahajiba, Aly Fawaz – Contessa, Anum Moosa, Arshys by Arshia Khan, Asim
Jofa,At A Glance, El Deseo, Faheema K, Gaurav Gupta, Gmaash, Gulzeb, Hadi Katra
Couture, Hanayen, HSY,Jeanine Haute Couture, La Chantal by Saba, Lomar Thobe,
Marayem Abbayas, Mariam Al Mazro Mauzan, Modest by Aisha Al Aleeli,Montaha
Couture, Montaigne, Rabia Z, Waad Bin Hammad, Walid Atallah, Rajesh Pratap Singh,
Tarun Tahiliani, Manish Malhotra and many emerging designers.

The Exhibitions @ DFW

Situated in the foyer of the Arena @ DWTC, The Exhibition @ DFW showcases the
collections of many of the designers participating on the official schedule. It is also an
opportunity for many of the best fashion accessory and jewellery designers around the region
to present their ranges to the buyers, media and private clients that are attending the
collection shows.

The Seminar @ DFW

From time to time Dubai Fashion Week as part of the official schedule hosts an industry
seminar. The seminar incorporates a series of key note addresses, panel discussions and
presentations from fashion industry experts. The focus is always on the development of the
fashion industry in the region and topics include; the transition from haute couture to ready to
wear, the global role for the Middle East industry, growth and development initiatives within
fashion retailing in the Middle East as well as case studies from international and local
fashion brands and designers who are having an impact in the region. These seminars follow
on from the success of the International Herald Tribune’s Luxury Conference hosted by
industry icon Susie Menkes that was hosted in Dubai.
Fashionable Events @ DFW

As the majority of activities on the official schedule at DFW are invitation only or for
industry delegates a number of fashion events are created to allow the fashionable public to
help celebrate the industry. Events often include the marriage of music and fashion where
fashion show are presented to live music from popular bands and international DJs. Often
famous faces and local celebrities lend their support with appearances on the catwalk. Other
event includes public fashion exhibitions and shows as well various award programs. All
these type of events involve ticket sales to the public.

The Models

In keeping with the unique positioning of Dubai Fashion Week the model casting process
ensures an incredibly beautiful blend of exotic Arabic models alongside leading international
catwalk stars from around the world. The result is a kaleidoscope of beauty emulating from a
variety of skin tones, hair and eye color and body shapes. This beauty and diversity is only
matched by the stunning collections the models are showcasing.

The Buyers

Developing as a one stop shop to review the collections of the best designers in the Middle
East, Dubai Fashion Week continues to attract a cross-section of buyers from a number of
industry sectors. Primarily the buyers represent multi label privately owned fashion boutiques
and departments stores. There are primarily three different types of multi label fashion
boutiques that attend. The first is boutiques that specialize in Abayas. These boutiques are
primary located throughout the Middle East and UAE but a number also attend from cities
that have large Arabic communities like Kuala Lumpur. Other boutique buyers attend Dubai
Fashion Week in order to buy evening wear, bridal and special occasion apparel. Again these
boutiques are targeted towards Middle East customers. The third groups of boutiques are
looking to buy ready to wear designers that have a point of difference and that can translate to
their western orientated customers. These boutique buyers can be from anywhere in the
world. A key target for Dubai Fashion Week has been the development of buyers from
department stores. Specifically the event is targeting evening wear buyers of top end
departments stores the likes of Henri Bendels in New York, Harrods in London and Lane
Crawford in Hong Kong. These buyers are looking for what is referred to demi couture
designers, primarily evening wear designers that can produce up to ten dresses in one
particular style. Ready to wear buyers from department stores are also a target long-term.
Buyers are able to register as industry delegates to ensure invitations to all events on the
official schedule.

The Media

Dubai Fashion Week provides media with a seasonal source to review the latest collections of
the designers of the Middle East. In addition to the trends in color, fabrication and design of
the collections the event provides an incredible amount of media content. Media coverage
includes behind the scenes interviews with the designers and organizers, the new rising
designers and modeling stars in the region, the latest hair and make-up trends, celebrity
attendance, sponsor and partner activity, social coverage of parties, business stories on brand
and industry developments as well as travelogue stories on Dubai. As Dubai is a media hub
for the region a lot of media are based in the city including press, online, television as well as
magazine. As such, the event experiences pronominal coverage in the vicinity of the paid
media equivalent of approx. US$5Million a season. Each season invitations to media from
around the region are also extended to ensure coverage for the event and its important
designers in key markets outside of Dubai and the UAE. In addition strategically important
fashion media are regularly kept updated on key developments for Dubai Fashion Week as
well as being invited to the event. These include key fashion bloggers and online journalist,
newspaper and magazine fashion editors as well various fashion television producers. To
ensure the largest possible media environment around the event Dubai Fashion Week engages
the services of international PR Company Hill & Knowlton to create an ongoing dialogue
with the media throughout the year and to stage various media briefings around key
announcements. In addition numerous media conferences are conducted as part of the official
schedule of the event.

Private Clientele

Another unique aspect of Dubai Fashion Week is that this industry focused event embraces
the individual private clients of its haute couture designers. These very discerning groups of
women are the wives and the daughters of the Royal families of the region and a number of
them also attend the Haute Couture shows in Paris. Private clientele also includes top expat
executives and residents of the region. Dubai and the Middle East has a rich tradition of high
profile official social occasions, charity galas, Royal and society weddings as well as private
parties that form the basis of this highly lucrative sector of the industry. As such Dubai
Fashion Week is an extremely important event in the social calendar of the region’s private
clientele as they review new season’s haute couture collections to select designs for a range
of social engagement. Dubai Fashion Week has a number of strategies in place to invite the
most important of the private clientele to various collection shows and various events.

The Sponsors

Under the ownership of the Capital Marketing FZ LLC a new era of commercial sponsors
and partners has been undertaken by Dubai Fashion Week. Dedicated sales teams led by
experienced senior executives have developed integrated programs that deliver real returns on
the investments made by the event commercial partners. Sponsors can expect to participate
and receive recognition within the extensive media environment that is created for the event
around the region. Customer relationship programs can be accessed by event sponsors to
build on existing relationships and established new ones. Corporate exposure can be expected
through all the marketing communications activities of the event including the extensive
outdoor advertising campaigns that are undertaken by the event. Major sponsors are also able
to include events on the official schedule. An association with the region’s most prestigious
fashion event can provide a number of advantages in terms of marketing communications.
These including building brand or product awareness via interacting with the very influential
industry and consumer target markets. Sponsors can also establish or extending brand
positioning through an association with the style leaders and key market influences that
attend Dubai Fashion Week or are exposed to the media environment it creates. Dubai
Fashion Week’s sponsorship program includes the opportunity to be involved as the principle
and name rights partners as well as a major partner or a product partner. All commercial
sponsorships are established on a category exclusive basis. Dubai Fashion Week also forms
various partnership associations with the media but these are not on an exclusive basis.
Marketing Communications

Dubai Fashion Week’s marketing communications program is extensive and is focused

around the key participants in the event. Dubai Fashion Week operates a significant online
presence including the event website as well as social media including Face book , Twitter
and YouTube. Thanks to associations of the Capital Marketing FZ LLC the event also has a
substantial outdoor advertising presence each season. The first priority of the marketing
program is to communicate with local and regional fashion designers to encourage them to
participate on the official schedule. Activities include industry workshops, individual
presentations, online strategies as well as trade publicity. Major resources are also given to
developing local, regional and international media coverage of the event in conjunction with
global public relations agency Hill & Knowlton. Marketing to ready to wear and demi
couture buyers as well as to the individual clients of the haute couture designers is also a
major element of the marketing communications program. Buyers locally, regionally and
selected international designers are targeted. Another major focus of the marketing program
is the drive to engage sponsors. This is targeted towards regional brands that are looking for
an alignment with the fashion industry from various industry and consumer sectors including
automotive, financial, beauty (hair, make-up, fragrance and skin care), telecommunications,
electronics, airlines, hotels and others).

The Organizers
The Owners

Dubai Fashion Week is owned by the Dubai based Capital Marketing under the direction of
Chairman & CEO Mr Manoj Bhojwani and COO Mr. Umang Suri. Capital Marketing
operates a number of marketing associate throughout the region with investments in
advertising, event marketing and outdoor media agencies. Capital Marketing has a proven
track record in the delivery of “unique” luxury life style brands in the Middle East and South
Asia regions. It is further supported internationally by strategic partnerships developed over a
number of years. The key strengths of the group include a combination of its commitment to
its own people and customers alike by using creative management attributes and unique
technology solutions.

Buenos Aires Fashion Week

The Buenos Aires Fashion Week (BAFWeek) is Argentina's most important fashion event,
held at La Rural Fairgrounds, Buenos Aires. It takes place each February (for fall/winter
collections) and August (for spring/summer collections).

BAFWeek is a good chance for both national and international designers to display their
collections. It was first held in 2001, and lasts four days. It features daily fashion shows, and
around 30 showrooms where designers showcase their creations in an exclusive space,
including accessories, shoes, bags, jewels, underwear, and men's and women's clothes.
BAFWeek supports University of Buenos Aires (UBA) fashion students through the Seed
Plot contest, so they can show their first collection together with the famous designers.

Some famous designers that displayed their collections in BAFWeek include: Prüne,
Sarkany, Cook, Puma AG, Wanama, Rapsodia,
Dallas Fashion Week
Held in Downtown Dallas, the Dallas Fashion Week (Dallas) is one of Texas's most
important fashion events. It takes place each April (for spring/summer collections) and
October (for fall/winter collections).

Dallas Fashion Week is a good chance for both Local and National designers to display their
collections. It was first held in 2011, and lasts seven days. It features daily fashion shows, and
around 50 showrooms where designers showcase their creations in an exclusive space,
including accessories, shoes, bags, jewels, underwear, and men's and women's clothes. Dallas
Fashion Week supports University of Texas (FGI) fashion students through the Seed Plot
contest, so they can show their first collection together with the famous designers.

Some famous designers that displayed their collections in Dallas Fashion Week include: Ann
Mitchels, Lucas Escalada, Carol Reyes, Ayo Shittu, Photographer: Victor Quinteros

Cibeles Madrid Fashion Week

Cibeles Madrid Fashion Week, was known as Pasarela Cibeles up until 2008[1], is the
principal platform to promote fashion in Spain. Based in Madrid and often takes place twice a
year, in September 2008 held its edition No. 48.[2] The No. 49 edition, which lasted two
weeks, was held in February 2009.[3][4] It is organized by IFEMA, the trade fair in Madrid. In
the edition organized for September 18, 2009 they celebrate the 50th edition of the former
Pasarela Cibeles.[5]

Some of the notable attendees at CMFW are Spanish national treasure, Duchess of Alba, and
socialite and tabloid fixture Carmen Lomana.[6]

Many models see in the Spanish capital as a continuum of work during their available free
days after the conclusion of New York Fashion Week and just before the start of the Milan
fashion shows.[citation needed] Iris Strubegger, Marina Pérez, Eniko Mihalik, Egle Tvirbutaite,
Denisa Dvorakova, Michaela Kocianova, Diana Farkhullina, Sheila Márquez, Daiane
Conterato, Charlotte Di Calypso, Jon Kortajarena, and Michaela Kocianova are just some of
the top models that have added some “super” appeal to the CMFW calendar.[6][7]