Paris SS24: Defined by Asian talent, shifting strategies and the impending Olympics

Fashion week in Paris went ahead with the renewed activity that it had already seen in June, bringing forward an impressive number of creative proposals for spring/summer 2024, and highlighting the power of celebrity business and the return of Asian talent, particularly from China, where organisations are keen to build bridges with the European market. While the official Paris Fashion Week calendar included 108 brands, spanning 28 September to 4 October, a total of around 1,080 other brands presented themselves in showrooms, at trade fairs and in privately organised shows around the city. This justified Paris' status as the international capital of the fashion business.