What’s the Value of Fashion Week?
What’s the Value of Fashion Week?
With Michelle Li, Mary-Jane Forster and Ida Petersson
By HURS Team
Fashion week is to editors, buyers, brands, influencers and luxury fashion fans what the Super Bowl is to those who love sports. It used to be an opportunity for brands in the $1.5 trillion global apparel market to showcase their new collections. But it has expanded far beyond what it once was. Fashion shows have become global media moments. Brands live stream their shows allowing for consumers to be as much part of the experience as those seated at the front row. Celebrities and influencers are invited (and dressed) with the hope for a tag on Instagram or a mention in one of the mainstream media outlets. And every piece of the show is used as a way to create content, and tell the story behind the brand, beyond the clothes.
Over the last few years we’ve seen progress. More inclusiveness, more diversity, more differentiation in formats and timings and fashion weeks held in new cities gaining traction globally. But somehow the luxury industry is still at a crossroads, with some brands embracing change and innovation while others prefer to remain the same.
MICHELLE LI
Michelle Li is a stylist and writer based in New York City. She creates work that champions individuality and thoughtful consumption through a deep understanding of personal style. She’s passionate about telling meaningful stories about fashion and beyond. Li recently styled the cover of New York Times Magazine featuring tennis player Coco Gauff.
MARY-JANE FORSTER
Mary-Jane Forster is the Co-Founder and Production Director at Studio BOUM. Starting as a freelance fashion show producer in London 14 years ago, Forster went on to launch the Studio in 2014. Studio BOUM is an experience studio connecting people through immersive storytelling in which Fashion shows remain at the core of the business. Current clients include: KNWLS, EERA, Farfetch, Burberry, Hermès, Cartier, NIKE and more.
IDA PETERSSON
Ida Petersson is the driving force behind Browns’ celebrated and carefully curated buy. As Buying Director, Petersson leads the luxury retailer’s edit throughout womenswear, menswear, kidswear and lifestyle. Within the industry Petersson is known for mentoring and championing new designers, and is always the first to know what’s next.
We asked three industry insiders about the value of fashion week, the importance of storytelling and including your community and how they hope the industry evolves.