
Is Paris the ultimate bet for foreign fashion brands?
International designers are determined to capitalize the allure of Paris and its global influence
January 16th, 2025
As the fashion industry and its capitals continue to be challenged by consumer behavior shifts, persistent inflation and economic uncertainty, international fashion brands seem to be betting more than ever on the epicenter of Haute Couture and timeless elegance. According to a study by Newmark,« fashion brought together 34% of the 100 foreign brands that opened their first store in 2024 in France compared to 20% the previous year.» In the last year alone, Farm Rio and Alohas opened in the Marais district, while other fashion brands such as The Row, Liviana Conti, Flabelus and Pomandere joined the rue Saint-Honoré area for the first time. On, 7 For All Mankind and Ramdane Touhami have also expanded their own universe with the opening of new boutiques in the French capital.
Still, Paris's global influence and its many appealing qualities do not merely result in the establishment of new stores or occasional events. As the city’s status embraces signs of reinforcement by the French Federation of Haute Couture and Fashion, showing at Paris Fashion Week and establishing headquarters or key business operations in Paris has become the ultimate goal for many companies originally set up in the U.S., Japan, Italy, Greece, Belgium, Venezuela, Mexico and Great Britain, among other countries. « Paris remains unparalleled as a hub for the fashion world, thanks to its profound history and enduring influence on fashion and Haute Couture. Equally exciting is the city’s embrace of diversity and groundbreaking ideas from worldwide designers, fostering a melting pot of creativity and innovation that keeps Paris at the forefront of the global fashion scene, » Marina Raphael’s founder & CEO and Elie Saab’s Artistic & Design Director of Handbags Marina Raphael told nss. Ahead of her upcoming debut at the Elie Saab Haute Couture show in Paris, Marina Raphael’s eponymous brand is actively focusing on the French fashion market. « Paris Fashion Week, in particular, is a vital platform for showcasing our collections to an international audience and establishing our presence on a global scale,» she added.
During the last seasons, Miu Miu, Alexander McQueen, Victoria Beckham, Zimmermann, Magda Butrym, and Cecilie Bahnsen appear determined to capitalize the influence of Paris Fashion Week, as they have chosen to be part of the official calendar on a regular basis. «Paris Fashion Week offers significant sales opportunities, especially in the luxury market. It is still considered the most important fashion week, and it allows us to connect with all our global partners during one week, besides offering us important opportunities for networking and collaboration, enhancing new sales prospects, and expanding market reach,» Cecilie said.
On the other hand, independent brands such as Lùchen and Venezuelan designer Nabel Martins have moved their major operations to Paris. «Since October 2022, we have showcased our collections during Paris Fashion Week, leveraging this key moment in the industry to present our vision. The city’s proximity to other key markets in Europe, combined with its influence on trends worldwide, enables unique opportunities for visibility, collaboration, and growth,» Martins explained. Established in New York by Lu Chen and Harison Hwang, Lùchen has experienced a handful of advantages since moving to Paris: «Paris provides access to some of the finest textile suppliers and artisans in the world. Another significant advantage is the operational benefits. Compared to New York, maintaining an atelier here is more sustainable, with lower overhead costs and a pool of young, highly skilled graduates who specialize in intricate craftsmanship, which is essential for our couture-focused approach.» Founded in 2020 during the Coronavirus pandemic, CFCL's 4th collection was unveiled in Paris Fashion Week. For Japanese brand CFCL, the French market remains critical from a branding perspective. «We deeply respect France's historical role in shaping modern fashion and share its ethos of valuing creativity in the industry. Paris Fashion Week provides the most effective platform to convey CFCL's core values to consumers. I am particularly inspired by how creativity in France is not only culturally significant but also made sustainable through its integration with economic rationality».
But that’s not all: Belgian firm Bernadette mentioned that given their timeless approach, Paris is the best fit for them. «We have been showing our new collections in Paris for many years now. Antwerp and the French capital are connected by a dynamic relationship: Antwerp nurtures raw, avant-garde talent, and Paris refines and amplifies it on the global stage. Besides, young creatives that represent different aspects of the fashion scene, are connecting and helping each other out.» Founded by the Dutch designers Danial Aitouganov and Imruh Asha, Zomer brand highlights the fact that big fashion houses are based in Paris. «While it might sound cliché, I think Paris is the fashion capital. I recently spoke with a tapestry specialist, and even though it is a different industry, we had an interesting conversation about the Paris market. Having a ‘Paris stamp’ gives you a unique allure and global respect. Being here means being part of that.» French label Valette studio certifies that the capital remains very attractive in all areas, both for communication opportunities and for commercial opportunities. «Made in France creations and French know-how remain a recognized value of excellence. Paris is a form of quality label. It is a name that resonates throughout the world,» concluded Artistic Director Pierre-François Valette.