It's that time of year again when the curious caravan of editors, models, photographers, buyers, fashion icons and celebrities (and their hangers-on) make the rounds of over 400 fashion shows over the next four weeks across four of the world's fashion capitals. First up is New York Fashion Week, known for its commercially-driven collections, slick PR and strategic celebrity appearances. But this year is shaping up to be a humdinger in New York that could make this a fashion week unlike any other in the recent past.
First, many young American Contemporary designers may have a real chance at finally cracking the European market. Historically, they have had a hard time convincing European buyers to take on their collections. But, with the low US dollar and a highly-developed Contemporary business in the USA offering runway looks at mid-range prices, the designers have a very compelling value proposition for European buyers, who themselves are bracing for a possible economic slowdown. The Contemporary brands can offer great value to those customers who need to rein in spending as they ride out the recession.
And second, while celebrities were almost nowhere to be seen last season, many observers and fashion PR's are predicting a flood of celebrities at this season's shows, as they search for some much-needed publicity while Hollywood continues to grapple with the ongoing writer's strike and ensuing awards season drought. Without the Golden Globes and Oscars, the symbiotic relationship between Hollywood and Fashion will be stronger than ever at Bryant Park.
So while the media frenzy around New York Fashion Week is certain to be at record levels, here at The Business of Fashion we will bring you the business back story of all the goings-on. After all, beyond all of the PR hype, fashion week is when the industry finds itself congregated in the same place, waiting for shows to begin and creating opportunities for deals to be done, decisions to made and judgments to be passed on who's hit the mark, and who's fallen flat. Everybody's talking, all the time.
© 2008 Copyright Imran Amed - The Business of Fashion