https://mariannecaroline.com/tags/runway/Recent content in Runway on Marianne CarolineHugoen-usFri, 07 Aug 2026 00:00:00 +0000https://mariannecaroline.com/articles/fashion-week-decentralised/Fri, 07 Aug 2026 00:00:00 +0000https://mariannecaroline.com/articles/fashion-week-decentralised/<p>For decades, the fashion calendar ran like clockwork: New York, London, Milan, Paris, twice a year. Buyers and editors travelled from one city to the next, and what they saw there set the tone for the seasons that followed.</p> <p>That system still exists — but it is no longer the only way a collection gets seen.</p> <h2 id="why-the-old-model-is-under-pressure">Why the old model is under pressure</h2> <ul> <li><strong>Cost.</strong> A runway show in a major city is a huge expense, especially for young brands.</li> <li><strong>Timing.</strong> Showing clothes months before they arrive in shops made sense when only insiders saw the shows. Now that everyone sees them instantly, the wait frustrates customers and invites copying.</li> <li><strong>Audience.</strong> The people who shape taste are no longer only editors and buyers. They&rsquo;re also creators, stylists and customers, spread across the globe.</li> </ul> <h2 id="whats-emerging-instead">What&rsquo;s emerging instead</h2> <p><strong>Regional fashion weeks</strong> have grown in stature, from Copenhagen and Seoul to Lagos and São Paulo. Each has its own identity, and many are fostering designers who would struggle to be noticed in the traditional capitals.</p>