Physical Shows Boosted the Online Audience for Paris Fashion Week (2024)

The return of physical fashion show in Paris attracted large crowds outside the runway venues — and the enthusiasm was also echoed on the internet.

The online platform for the Paris Fashion Week that ended on March 8, showcasing womenswear collections for fall 2022, registered a 90 percent increase in unique visitors to 456,000; a 72 percent gain in page views to 1.4 million, and a 97 percent jump in media impact value to $260 million, according to data released by the Fédération de la Haute Couture et de la Mode and its digital partner, Launchmetrics, the architect of its website.

“The physical attractiveness has been amplified by the digital resonance,” Pascal Morand, executive president of the federation, told WWD in an interview Tuesday. “Beyond the fact that the platform is useful, it is somehow mandatory.…We are just at the beginning of the digital revolution.”

The data underscores that IRL fashion shows have been a boon to the federation’s online portal, which hosts livestreams, pre-recorded show videos or creative films, replays of IRL shows and an array of editorial content that is open to fashion professionals and the general public alike.

Morand said the six official fashion weeks in Paris in 2021 — two each for womenswear, menswear and haute couture — attracted about 1 million unique visitors to its platform.

By comparison, the first three fashion weeks of 2022 have already attracted 706,000 unique visitors, 2.4 million page views and a media impact value of 359 million euros, which suggests that online and physical showcases are complimentary — and synergistic.

Launchmetrics’ proprietary media impact value figure tallies the impact of relevant media placements on all channels (online, social and print), inclusive of paid, owned and earned mediums.

“The media impact value is stronger when you have physical shows,” Morand explained. “We are really in a phy-gital world with a complementarity between creative expression and communications.”

He noted that the weight of social-media channels is growing on MIV, accounting for about 60 percent of the totals and reflecting the importance of influencers and celebrities.

The 2022 figures to date encompass 201 fashion shows and presentations registered in the official calendars of the federation for the three Paris fashion weeks — and they reflect the gradual return of physical shows as the Omicron wave that gripped Europe in December and January began to ebb (although cases are now increasing in Europe once again with the Ba2 variant).

“There has been a progression,” Morand noted. “We see the biggest impact is due to the comeback of physical shows and physical presentations and physical events.”

Unique visitors to the federation website for the menswear shows, which took place from Jan. 18 to 23, rose 4 percent versus a year ago to 156,000 unique visitors.

According to Morand, the dearth of physical shows weighed on the numbers. The men’s week featured 17 physical shows and 29 physical presentations, while 30 brands and designers opted for digital-only formats.

Meanwhile, page views for the men’s week climbed 46 percent to 205,000 views, while media impact value, or MIV, advanced 28 percent to 50.6 million euros.

Haute Couture Week in Paris, held from Jan. 24 to 27, generated a 22 percent increase in unique visitors to 94,000, while page views vaulted 95 percent to 389,000. MIV, meanwhile, dipped 33 percent to 48 million versus the year-ago January.

According to Launchmetrics, the dip in MIV reflects a deliberate decision by brands to spend less on their own social media and communication channels, and smaller shows that accommodated fewer influencers, but slightly more celebrities.

The January 2022 couture shows in Paris featured 16 physical events, roughly double the number the previous July.

The federation credits a network of broadcasting partners, including YouTube, CNN, TikTok and Facebook, plus a dedicated presence on such Chinese networks as Tencent Video and Weibo, for amplifying the reach of its content.

Launchmetrics tallies also point to Paris as the preeminent fashion week in terms of media impact value at $260 million versus $171 million for Milan, $117 million for New York and $40.4 million for London.

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Physical Shows Boosted the Online Audience for Paris Fashion Week (2024)

FAQs

What is special about Paris Fashion Week? ›

It is always the finale of the “Big 4”', which is why it's so important. It rounds off each fashion season, marking its territory as the fashion capital of the world. The Paris fashion show is split into three different categories: Men's, haute couture and ready-to-wear.

How do you get selected for Paris Fashion Week? ›

In order to obtain the application procedure, we kindly ask you to send a request to applicationpfw@fhcm.paris briefly presenting your House and specifying the calendar (Menswear or Womenswear) and the season you wish to apply for in the subject line.

Can a regular person go to Paris Fashion Week? ›

The Fashion Show ticket is also included as part of the Paris Pass. So if you have a Paris Pass, you can attend the fashion show without purchasing a ticket, but you need to book in advance. See our full Paris Pass review here, and buy yours online in advance here.

What brands are shown at Paris Fashion Week? ›

  • Chanel. Chanel A/W 2022. (Image credit: press) ...
  • Miu Miu. (Image credit: press) ...
  • Akris. Akris A/W 2022. ...
  • Lanvin. Lanvin A/W 2022. ...
  • Louis Vuitton. Louis Vuitton A/W 2022. ...
  • Sacai. Sacai A/W 2022. ...
  • Balenciaga. Balenciaga A/W 2022. ...
  • Valentino. Valentino A/W 2022.

Is Paris Fashion Week better than New York? ›

In terms of “big names,” Paris takes an indisputable lead (in fact, it's second only to Milan for household name designers). In terms of emerging designers, the win goes to New York. A hierarchical look at life tends to be reductive, at best, so it's best to leave the matter at that.

Why is Paris so popular for fashion? ›

It is currently home to the headquarters of Rochas, Vuitton, Balenciaga, Céline, Yves Saint Laurent, Chanel, Dior, Givenchy, Chloe, Jean-Paul Gaultier, Hermès and Lanvin. The concept of haute couture ('high sewing' or 'high dressmaking' or 'high fashion') was invented in Paris.

Is Paris Fashion Week a big deal? ›

Paris Fashion Week is part of the global "Big 4" fashion weeks, the others being London Fashion Week, Milan Fashion Week and New York Fashion Week.

Do influencers get paid to attend fashion shows? ›

They are also money-making opportunities for everyone from A-list celebrities to rising bloggers—some of whom get paid insane amounts just to sit front row for the 15 minutes it takes the show to run its course.

What is the most prestigious Fashion Week? ›

Paris Fashion Week, New York Fashion Week, London Fashion Week and Milan 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. The Fashion Week universe doesn't end here.

How do you dress in Paris so you don't look like a tourist? ›

Dress Appropriately

Skip the baseball caps, white socks, sneakers, large colorful backpacks, and fanny packs. Instead, opt for dark skinny jeans, plain shirts without logos, and leather shoes. Top it off with a scarf and you will look tres French.

Can you wear athletic clothes in Paris? ›

Despite the fact that workout clothes have now become an urban default – worn from breakfast to brunch and beyond, this is not the case in Paris. The general rule is, don't wear workout clothes unless you're working out. If you do you might as well be carrying a sign that says 'tourist'.

Do people get invited to Fashion Week? ›

Fashion editors, writers and freelancers usually don't ask for invitations (though there's no shame in the game). The designers and brands they feature on the reg reach out to them and extend invites in advance, so they can plan coverage accordingly. Getty Images.

What is the most famous fashion brand in Paris? ›

Louis Vuitton

How many brands participate in Paris Fashion Week? ›

Organized by the French Fashion Federation, the fashion week includes over 100 shows which feature top fashion houses such as Chanel, Christian Dior or Yves Saint Laurent, as well as lesser-known designers.

How many tourists does Paris Fashion Week attract? ›

Morand said the six official fashion weeks in Paris in 2021 — two each for womenswear, menswear and haute couture — attracted about 1 million unique visitors to its platform.

Is Milan or Paris Fashion Week bigger? ›

People in the fashion industry consider Paris Fashion Week the finale of the whole season, which also gives it a rightful claim as the fashion capital of the world. There are 100 shows per week, and unlike Milan Fashion Week, most of these are by invitation only.

Is Italy or France more fashionable? ›

France comes in at a close second: The country is home to legendary designers including Coco Chanel, Yves Saint Laurent, Christian Dior and Hubert de Givenchy.
...
10 Most Fashionable Countries.
Country NameBest Countries Overall Rank
1. Italy13
2. France8
3. Spain16
4. United States4
6 more rows
Sep 22, 2016

Which city has the best Fashion Week? ›

New York Fashion Week

The event is considered to be one of the four major fashion weeks in the world. It goes next to London, Milan, and Paris, also known as the “Big Four”– but don't worry we will also talk about them in this post.

What makes Paris stand out? ›

Paris is one of the most beautiful cities in the world. It is known worldwide for the Louvre Museum, Notre-Dame cathedral, and the Eiffel tower. It has a reputation of being a romantic and cultural city. The city is also known for its high-quality gastronomy and the terraces of its cafés.

Why is Paris called the fashion capital of the world? ›

This article argues that Paris became the capital of fashion for several reasons: (a) its cultural and social secular background that evolved between the Age of Colbert and Dior's “New Look”; (b) the implementation of complementary business and labor structures between the end of the nineteenth century and the middle ...

What is the fashion capital of the world? ›

Milan is officially named the fashion capital of the world.

How much money does Paris Fashion Week make? ›

As for Paris Fashion Week, it produces 1,2 billion euros in economic benefits and 10,3 billion euros in commercial transactions each year.

Are fashion brands cheaper in Paris? ›

It is substantially cheaper to buy luxury products from brands like Louis Vuitton, Dior, or Gucci in Paris, their prices being on average between 30% and 40% cheaper in France than in other countries, especially those outside the European Union.

Who funds Paris Fashion Week? ›

DEFI is a contact facilitator between national and international journalists and buyers by funding the PARIS FASHION WEEK® CENTER of The Palais de Tokyo, and shuttles between catwalks.

Do models get paid to walk in fashion week? ›

The designer behind the show confirmed that models were not paid, and said that they had to pay a designer's fee of thousands of dollars to the platform that puts on the show in order to participate.

Do models get paid walking in fashion shows? ›

You could earn between $200–$1,000, or, instead of payment, get to keep some clothing from the show. Gabriela Pierantoni, the owner of Corestone Models, says experienced runway models could earn $500–$2,500 per show. Supermodels, on the other hand, could make up to $20,000 for a runway show.

What happens to the clothes after a fashion show? ›

Models generally do not keep the actual clothes they wear in the show, as those pieces will be needed for sales appointments or magazine shoots. But they do order clothes, which are sent to them later.

What is the #1 fashion school in the US? ›

A. The Fashion Institute of Technology (FIT), New York, NY is the top fashion school in the US. The school offers 48 degree programs in fashion and other creative and business professions and is consistently ranked as one of the best fashion schools.

What are the big four in Fashion Week? ›

Although there are many notable fashion weeks around the world, only four are known as the "Big Four": in chronological order, New York, London, Milan, and Paris.

What should an American wear in Paris? ›

What to wear in Paris: 14 classic items to pack
  • Smart jeans. French women know good jeans – look for straight-leg, in classic denim blue. ...
  • Loafers. ...
  • A silk scarf. ...
  • A classic trench. ...
  • Hair slides. ...
  • A cross body bag. ...
  • A silk camisole. ...
  • A fine knit cardigan.
Jan 24, 2023

What shoes not to wear in Paris? ›

stilettos (High Heels)

Unless you just want to wear them when taking Instagram photos in Paris, but if your plan is to wear them as your everyday shoes, you may want to think twice! Firstly, you need to know that Paris is best discovered on foot and the city's streets are covered in cobblestones!

Should you wear leggings in Paris? ›

Are Leggings Okay to Wear in Paris? Some travelers love wearing leggings for comfort, but they're often too casual looking as pants for Paris. If you're a big fan of leggings, consider pairing a black pair with long tunics during the spring, or wearing them under Paris style dresses and skirts in fall and winter.

Do people wear bras in Paris? ›

Lingerie is an integral part of a French woman's fashion wardrobe. Yes, a great bra also plays a practical role in her life - French women covet comfort and support in their bras like everyone else.

Are leggings acceptable in France? ›

Along with short shorts, leggings are equally banished to the back of a French closet. There is a reason that Lululemons are not big in France. Leggings are and should only be worn at the gym. And I mean at the gym, not on the way to the gym!

Can you wear crop tops in Paris? ›

No super short shorts, no high heels for younger girls. It would be considered vulgar by Parisian standards. Cropped-tops are in though. For younger French girls, makeup is also typically minimal and girls in France start wearing a light makeup when they are teens (twelvish… Seldom before).

Can a normal person go to Fashion Week? ›

How do I get tickets to New York Fashion Week 2023? NYFW includes two types of shows: Industry and open-to-the-public shows. Unless you're a buyer or work in press, it is unlikely that you'll be able to snag a seat to the heavy hitters. However, you can nab tickets to the public shows here.

Do people clap at fashion shows? ›

Toward the end of the show, when the grander looks exit, nearly half the audience might get up from their seats and clap. The American press remains firmly in their chairs, scribbling notes, unfazed.

Do celebrities get paid for Fashion Week? ›

1. Designers pay celebrities to attend their shows. Celebrities mean press coverage, which is hard to get when dozens of fashion shows happen every day during fashion week. The bigger the celebrity, the more they cost and the greater the buzz around them and the show.

What is the most googled fashion brand? ›

Here are the 10 most-searched-for fashion brands in the world:
  • Zalando.
  • Nike.
  • Adidas.
  • Macy's.
  • H&M.
  • Uniqlo.
  • Asos.
  • Dior.
Dec 11, 2022

What is the most expensive brand in France? ›

In 2022, Louis Vuitton was the most valuable French brand, with a value of over 20 billion euros.

What is the highest end fashion brand? ›

The 25 Most Expensive Clothing Brands In the World [2023]
  • Ralph Lauren. ...
  • Giorgio Armani. ...
  • Yves Saint Laurent. ...
  • Prada. ...
  • Chanel. ...
  • Versace. ...
  • Christian Dior. ...
  • Louis Vuitton. Initially known for their luxury luggage trunks and other leather goods, this famous French brand was established by Louis Vuitton in 1854.

What attracts so many tourists to Paris? ›

In addition to the Eiffel Tower, Paris has countless other gorgeous landmarks and monuments that add to the beauty of the spacious boulevards and their charming cafés. French cuisine is also world-famous, and you can find some of the best of it in Paris.

What attracts visitors to Paris? ›

A Quick Guide To The Top Eight Paris Tourist Attractions
  • The Eiffel Tower – The Pointed Lady. Eiffel Tower – How to Get There. ...
  • The Louvre Museum. ...
  • Notre Dame Cathedral. ...
  • Arc de Triomphe. ...
  • Sacre Coeur. ...
  • Musée d'Orsay – The Impressionist Museum. ...
  • Place de la Concorde & Jardin des Tuileries. ...
  • Jardin du Luxembourg.

Is Paris Fashion Week bigger than New York Fashion Week? ›

So, Which is “Bigger?” Ultimately, this is probably a useless question. In number of raw shows, NYFW edges PFW out (although not by much). In terms of “big names,” Paris takes an indisputable lead (in fact, it's second only to Milan for household name designers).

What is the purpose of fashion weeks? ›

A fashion week is a fashion industry event, lasting approximately one week, where fashion designers, brands or "houses" display their latest collections in runway fashion shows to buyers and the media. These events influence the upcoming fashion trends for the current and approaching seasons.

Why is Fashion Week so popular? ›

Fashion weeks are a way for brands to connect to their audience and stay close with them while understanding the audience in order to plan future events for the brand. Brands can showcase their collection to buyers and other eminent personalities in the industry and the customer through the fashion weeks.

How would you describe Paris fashion? ›

The Parisian style is a combination of elegance and grace; simplicity and comfort. Parisians believe that you can have great personal style even when wearing normal, every day clothes. In fact, it is quite easy to style the way Parisians do.

Which Fashion Week is the most prestigious? ›

Paris Fashion Week, New York Fashion Week, London Fashion Week and Milan 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.

What is the most prestigious fashion week? ›

New York Fashion Week

The world's biggest fashion brands attend this event, such as Ralph Lauren, Michael Kors, Diane Von Furstenberg, Calvin Klein, Marc Jacobs, Tommy Hilfiger, Brooks Brothers, Alexander Wang, and many more. NYC Fashion Week started in the early 1940s and was the pioneer of fashion events worldwide.

Who is the target audience for fashion shows? ›

Fashion show participants include brand buyers, VIPs, media workers, fashion critics, journalists, columnists, fashion ladies, political and business elites. Target audiences can be divided into four categories: clothing buyers, media workers, celebrities, consumers.

Can normal people attend fashion week? ›

Tickets to the heavy-hitters aren't open to the general public, but here's a fact you may not know: There are some designer shows and events you can actually go to. Plus, some of the shows will be livestreamed this year.

Why do models not smile on the runway? ›

Rising young star Matthieu Villot told AFP the reason for the unspoken ban on smiling was clear. "They want to show the clothes and not our faces. If we smile we focus attention on our faces and not the clothes," said the 22-year-old medical student.

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