French Federation sets January menswear and haute seasons dates; calculates Media Impact Value of $123 million for previous season

By

Godfrey Deeny

Published
Nov 19, 2020

The Federation de la Haute Couture et de la Mode, French fashion’s governing body, has announced the dates for its next menswear and haute couture runway seasons in January 2021, confirming that these two major fashion events will actually take place early next year.

The Federation made the announcement  one day after Pitti, the giant trade fair in Florence, revealed that it was pushing back its next event from January to February due to continued concerns about the coronavirus pandemic.

However, here in Paris the Federation announced that it will host two full seasons next January. The dates of the next two catwalk seasons in Paris will be as follows: menswear from Tuesday 19 to Sunday 24 January 2021, and for haute couture, from Monday 25 to Thursday 28 January 2021.

In a related move, the Federation also released estimates of the global media impact of its most recent catwalk season. The last Paris Fashion Week, dedicated almost exclusively to womenswear, took place from September 28 to October 6. All told, 82 houses were listed in the official calendar, with 17 staging live fashion shows; 19 physical presentations and 46 exclusively digital events.  The two upcoming seasons are expected to be similar mixes of live shows; physical rendezvous and online unveilings.

The entire content from the 2020 September/October season was presented on the platform developed by the Federation de la Haute Couture et de la Mode (FHCM) in partnership with Launchmetrics. Extra content by the fashion houses, diverse media and cultural partners of the events furnished the offer, conceived as much for the professionals as for the general public.

Collectively, the video content of all houses registered on the official calendar reached a total of 153.5 million views; of which 135 million views on YouTube; along with 18.5 million cumulative views on Weibo, Tencent Video and Wechat. While the actual PFW platform cumulated 230,000 visitors and 606,000 page views.

Using learning algorithms Launchmetrics, the brand performance cloud for fashion and luxury, estimated that the combined media impact value of this latest PFW stood at $123 million.

This audience was complimented by the visibility brought by The New York Times, The Asahi Shimbun and Canal+, adding a further 1.5 million pages viewed, and “helping to increase the visibility of the PFW and the houses in their communities and in the territories they cover respectively,” the Federation said in a release.

“Google, YouTube, Instagram, Facebook, Canal+, The New York Times, The Asahi Shimbun and Hylink (for the Chinese networks), have formed a network of partners essential to the amplification of this new… form of PFW, contributing to bring the diversity and creativity of the houses on the official calendar to the international scene. To date, the FHCM is pleased to share the success of the system set up, offering PFW an extended impact as a sign of its digital acceleration,” the Paris-based organization added.