So... leaves Berlin and heads for New York and Paris

By

Anaïs Lerévérend

Published
Jan 27, 2016

Since So… is a concept which adapts and reinvents itself based on the needs of brands, Sophie Guyot believes the counselling agency of the associate director of Fame from Who’s Next needs to evolve its 2016 programming. Although she will not lead her first mini trade show at Show & Order in Berlin, she will organize another one in New York at the end of February, at Edit, and will team up with agent David Pirnia, to launch So… Couture in March.

After two editions, the So… space at the Berlin trade show Show & Order will not be on the agenda for the upcoming July edition. There are not enough French brand candidates according to Sophie Guyot: "It turned out to be a very difficult market, without any agents or local attention, Germany is especially complicated to take on commercially…", she explains.

On the other hand, she will propose a mini trade show concept, in New York this time, on February 22 to the 24. At the women’s trade show Edit, at the Javits Center, she will bring about 20 European brands who are looking to expand in the United States. Among them, we can note Anahide Saint-André, Bella Jones, Stella Forest, Margareth & Moi, Zyga Lin'n Laundry or again, Zinga Amsterdam.

Finally, 15 days after, So… will present in Paris a new chapter: So… Couture by David Pirnia. Associated with the David Pirnia agency, Sophie Guyot will initiate a trade show dedicated to designers creating evening collections on the sidelines of Fashion Week.

Based on the New Couture showroom launched last season by David Pirnia, the event will have a showroom structure with more room for all 30 exhibitors and thus, more intimacy with buyers.

The worldwide selected designers all have in common the need and the difficulty to access the very closed paths of the fashion capital.

At the Westin Hotel, in two rooms, we will find the collections of Tamuna Ingorokva, Avtandil, Elenareva, Arzu Kaprol, Carmen Ormenisan, Elena Perseil, Phuong My, Sarah Lie and Zeynep Erdogan, among others.