What's Happening?
The Who's Next trade show, organized by WSN Développement in Paris, showcased the autumn/winter 2026/2027 ready-to-wear collections, highlighting the resilience of brands like Blundstone, Leon & Harper,
and True Religion in a weakened fashion market. The event saw a 5% increase in visitors compared to September 2025, with 60% being international attendees. The trade show remains a crucial platform for relationship building and business development, focusing on quality, price, and style. Brands like Blundstone, known for its workwear and lifestyle footwear, and Leon & Harper, offering a hybrid Parisian wardrobe, continue to attract both French and international retailers. True Religion, an American denim brand, is strengthening its presence in France, appealing to the rap scene with its distinctive designs.
Why It's Important?
The Who's Next trade show underscores the importance of established brands in maintaining consumer confidence and meeting market demands for sustainable and quality fashion. As consumers increasingly seek durable and versatile wardrobe staples, brands that can deliver on these expectations are likely to thrive. The event also highlights the role of international trade shows in facilitating global business connections and supporting the fashion industry's recovery amid economic challenges. For brands like True Religion, expanding their market presence in Europe, particularly in France, is crucial for sustaining growth and capitalizing on cultural trends such as the Y2K revival.
What's Next?
As the fashion industry navigates economic uncertainties, brands will likely continue to focus on sustainability and quality to meet consumer expectations. The success of the Who's Next trade show suggests that physical events remain vital for networking and business development. Brands may explore expanding their retail presence, as seen with Blundstone's consideration of opening flagship stores. True Religion's strategy to align with cultural trends and influential figures in the music industry could further enhance its market position. The ongoing emphasis on sustainable practices and innovative designs will be key to long-term success.
Beyond the Headlines
The trade show's focus on sustainability reflects a broader industry shift towards environmentally conscious practices. Brands like Leon & Harper, which incorporate organic and recycled materials, are setting a standard for ethical fashion. This trend may influence consumer behavior, encouraging more brands to adopt similar practices. Additionally, the cultural impact of fashion, as seen with True Religion's association with the rap scene, highlights the industry's role in shaping and reflecting societal trends. The integration of fashion with cultural movements can drive brand loyalty and expand market reach.
