Digital fashion is not ready to disrupt the clothing industry
The Business of Fashion Weeks

“C'est l'un des défilés de mode les plus importants au monde. Certains feraient n'importe quoi pour voir ce défilé haute couture”

“It’s one of the most important fashion shows in the world. Some people would do anything to see this haute couture show”

This is the opening line in Netflix’s 7 Days Out episode on Chanel’s Fashion Show. Each year, fashion designers, executives, enthusiasts and models immerse themselves in week-long fashion activities across the big four fashion capitals— New York, London, Paris and Milan. From parties to runway shows, shopping events and even PETA-staged protests, fashion week is one of the most coveted places to be. 

 

Some takeaways

  • The business of fashion weeks across the globe goes beyond showcasing a designer’s latest collection as they hold high value considering the millions pumped into the economy.

  • Fashion weeks across cities like Lagos often generate income through sponsorships and ticket sales.

  • As a result of the pandemic, fashion weeks may be getting their own digital makeover as the acceleration of the digital economy will have these events towing the virtual route, however, not completely.

 

Nigeria isn’t left out of this excitement. Just recently, the country’s commercial hub—Lagos State—recently played host to one of its own fashion shows (Lagos Fashion Week). With pandemic induced protocols firmly in place, it did not stop one of the most exciting times in the fashion industry. As a fashion designer, fashion week is one of the best times to show off the behind-the-scenes grit of your collection and sell your brand or apparel to interested retail buyers.

But beyond the glitz and glam of fashion week, lies an opportunity often overlooked. The value these runways hold is quite significant if you consider the millions of dollars they pump into each host country’s economy. Take the UK for instance, fashion’s wider contribution to the economy (ranging from IT to tourism) is estimated at more than £16 billion

Yet,

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Anne-Marie Amadi-Emina

Anne-Marie Amadi-Emina

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