Brands experience the same concern every season: Where should it be shown? First of all, Paris has no shortage of resources. Among the historical monuments (such as the Louvre, Opéra Garnier or the Grand Palais), gardens and walking paths where you can pitch your tent (Invalides, Ecole Militaire, Tuileries, etc.) and even more unexpected places that will take you to the spice of the French fashion week (high schools, private mansions, art galleries, churches, warehouses, barges, etc.), the capital is full of places suitable for holding events.
However, in recent years the situation has become tense. The number of fashion shows and presentations increased significantly: 94 for spring-summer 2003, 99 for the same season of 2013 and For this spring-summer 2024 season, the 107 was offered from September 25 to October 3. The average number of guests has also increased: the strongest brands are now approaching a thousand spectators, and even small shows bring together a few hundred people. Paris may be a big city, but central locations that can accommodate so many guests are not enough.
Faced with ever-increasing demand and luxury brands that generate rapid turnover and are ready to pay high prices, there was an explosion in venue rental costs during fashion week. A very small parade requires at least a few thousand euros and
€50,000 to €200,000 for a larger venue – this includes setup costs, staging etc. not included.
The 2024 horizon promises to be complex
The most powerful found the solution by establishing long-term partnerships that guaranteed the privilege of exhibiting in the same place for several seasons, be it Chanel at the Grand Palais, Vuitton at the Louvre, then the Orsay, Dior at the Tuileries or London. Rodin Museum. Brands that do not have an unlimited budget have to search for an accessible location every season. September is not the easiest month: students returning to school, middle and high schools are not available on weekdays. The performance season of opera, theater and concerts has also opened.
Frankly, the competition for the remaining places is fierce: the halls of the Palais de Tokyo, Carreau du Temple, Palais de Chaillot, Espace Niemeyer or Hôtel de Ville. Sometimes some recurring places disappear for a few seasons due to renovations or because the business management wants to move away from fashion. This season,
Paris police headquarters strengthened security standards and XI. Some places historically popular with smaller brands like Garage Amelot in the 19th centuryto The district can no longer accommodate the people.
The 2024 horizon promises to be even more complex with the Olympic Games set to take up central Paris as well as many venues usually reserved for fashion weeks. Haute couture fashion week, planned to be held at the beginning of July, has been brought forward one week. But the arrival of the Olympic Games will have an impact on the whole year: between the assembly and dismantling of the Olympic facilities, brands expect to be impressed by the fashion week at the end of February (women’s ready-to-wear autumn-winter 2024-2025), until September 2024 (women’s ready-to-wear spring-2025). summer 2025). One thing is certain: holding a fashion show in Paris in 2024 will almost certainly be a combat sport.
Vuitton boutique construction site: Unlike the previous two seasons, Vuitton will not be exhibited at the Musée d’Orsay, but at the construction site at 103, Avenue des Champs-Elysées. This building will host an LV store and hotel in the future.
Metro warehouse: Nestled between a food wholesaler and the Basic Fit gym, Ann Demeulemeester, 55 ter, parades in a large unused space on rue de la Chapelle, next to the Gare du Nord tracks, which is currently home to Y/Project.
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American Cathedral: This neo-Gothic building at number 23 on George-V street has been on the rise for several seasons: after Paul Smith and Ester Manas, this year it is the turn of the Japanese brand Ujoh to open an exhibition.
IRCAM: After eight years of work, Coperni opens the first fashion show in this scientific center, the Institute for Acoustics/Music Research and Coordination, in front of the Pompidou Center, 1, Igor-Stravinsky.
Hotel in Pozzo di Borgo: For its first fashion show in Paris, Italian brand Marni set its sights on this private mansion, also called Hôtel de Maisons, located at 51, rue de l’Université. Built at the beginning of the 18th centuryto In the 19th century, it was home to Karl Lagerfeld before it was purchased in 2010 by the president of Gabon Ali Bongo.
startup incubator : Young brand Weinsanto has chosen La Caserne (12, rue Philippe-de-Girard), a responsible fashion incubator that opened in 2021 in a former fire station near Gare de l’Est.
Port of Bourdonnais: two years ago Chloé paraded on the Quai de la Tournelle; The brand is reconnecting with the River Seine by hosting the port of Bourdonnais for Gabriela Hearst’s final fashion show, whose departure was announced in July.
Former Paris-III university: The Latin Quarter is generally little used, except for this 1960s building on rue de Santeuil, 13 in 2022, which still houses the Sorbonne-Nouvelle and housed Issey Miyake.
Exhibition center: Located at number 1 on Place de la Porte-de-Versailles, this large area, which often hosts conferences or fairs, once also attracted the attention of a fashion brand: Courrèges, which likes to surprise its guests, will hold a parade here.