Fresh talent in front of a new audience; an exchange programme between key trade shows is a win-win for brands and buyers alike. WGSN reports
For the most part, trade shows are all about getting attendees on site. Footfall numbers are one of the key performance indicators post show, and without those all important attendees crossing the threshold into each organiser’s expo centre or event space of choice, how else are the world’s best buyers and most influential press going to get a taste of the domestic brands of any given location?
While a trade show trip might mean the discovery of a designer who has yet to venture outside of their home country, plus a chance to take in some local sights (albeit inbetween stints inside the aforementioned expo centre), the reality is that the time, and of course budget capacity of the buyer or journalist might not allow for a full season ‘out of office’.
Now, collaborations between trade shows that are far apart both geographically and often in terms of their aesthetic, are on the rise. This noteworthy exchange is facilitating the movement of brands into new markets and so, trade show attendees are increasingly getting the opportunity to encounter new names from far flung locations, without the need to add to their current, time-poor travel itinerary.
Below are some of the most talked about trade show exchange programmes of the upcoming S/S 17 season.
Born in the USA by Liberty Fairs, at Pitti Uomo, Italy
An ongoing partnership, Pitti Immagine continues to collaborate with Liberty Fairs for its ‘Born in the USA’ project. Welcoming some of the most reputable brands from across the Atlantic, Uomo incorporates a perfect mix of traditional and sporty looks from the US into its sartorial showcase. Specific to the S/S 17 edition, the American Vintage Library, a special project curated by Liberty Fairs and Alessandro Squarzi (a street style favourite), will present a curation of iconic garments and rare items made in the USA, direct from Squarzi’s personal archive.
Revolver & WHITE Milano
A two-way exchange, for S/S 17, Revolver will be bringing a touch of Scandi to Milan in June, while WHITE will occupy a dedicated space inside the Danish show in August, with 15 Italian fashion brands on show. With similar values and reputations within their regions, the collaboration looks set to strengthen the international awareness of both shows, raising awareness of Italian fashion in Northern Europe and Scandinavia, and Scandinavian fashion in Italy and Southern Europe – a positive outcome for everyone.
Pure Shanghai at CHIC, China
Bringing the European high street to China, S/S 17 sees the continuation of ‘Pure Shanghai’, showcasing a handful of British and international brands, now in conjunction with CHIC, China’s largest and most influential fashion fair. Building a bridge for those on the outside into the burgeoning Chinese consumer market, and of course the media, this collaboration gives access to both brands and buyers to make new, worthwhile connections.
WGSN’s S/S 17 trade show coverage kicks off in June 2016, subscribers keep an eye on the main site.