Cette année, La Fashion Week de Paris se tient du 23 septembre au 1er octobre. Tout comme ses homologues de Londres, Milan et New-York, elle est tout un ensemble de codes. Ce n’est pas seulement un lieu glamour rempli de belles créatures, hommes ou femmes. C’est un endroit stratège où un grand nombre de choses se jouent.
Lors de la Fashion Week les créateurs de haute couture présentent leur art, fait main, comme une nouvelle œuvre. Chaque défilé est, pour les nouveaux, un moyen de se faire connaître, pour les anciens, un moyen de se faire encenser. Elle génère des transactions commerciales se comptant en millions d’euros par an. C’est un endroit où les personnalités richissimes, ou plus modestes, achètent pour des filiales, ou pour leur propre compte, des modèles souvent uniques.
Durant la semaine de cet évènement, 300 défilés sont organisés. Tout est mis en œuvre scrupuleusement ; des lumières à la scène. Un grand nombre de personnes travaillent en sous-marin : des couturières, des maquilleurs, des coiffeurs… qui, eux aussi, mettent leurs savoir-faire à disposition de ce show exceptionnel qui fait vibrer les habitués par l’élégance et le raffinement qu’il dégage.
Lors des défilés, les marques étrangères se mêlent aux marques française. En 2018, les marques françaises ont rapporté 150 millions d’euros de chiffre d’affaire.
L’organisation d’un tel événement demande un gros budget. Il est donc subventionné par les villes qui l’organisent. Celles-ci comptent sur les recettes et l’engouement des personnes qui s’y rendent pour rentabiliser le tout car ces dernières se restaurent, dorment à l’hôtel et dépensent sans compter en robes, chaussures, sacs, bijoux, etc., ce qui met les leadership en avant.
On y invite des célébrités, en les attirant par diverses cadeaux car, plus il y a de personnes connues, plus cela attire la foule et l’on considère, alors, la Fashion Week réussie.
Qu’elles se déroulent à New York, Londres, Milan ou Paris, les Fashion Weeks haute couture ou textile ont toutes un but précis : la rentabilité de tous les corps de métier qu’elles emploient.
En 2018, La Fashion Week de Paris a rapporté 1,2 milliards d’euros à la France.
Auteur : Lydie Dramé
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