Immersion in fashion at the Berlin Paris Fashion Week 2020

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This year again, the students of the MSc 2 Fashion Marketing of the Bordeaux campus had the opportunity to go to Berlin and Paris for a week during the Fashion Week. A chance for them to participate in international events and to exchange with professionals in the sector.

Berlin, an authentic, extensive and avant-garde fashion

The first step of this field trip brought our students to Raw Gelände. This former train station is one of the few alternative places preserved in its original state. It is also one of the most diverse and iconic in Berlin. They were given a guided tour of Berlin’s street art, and were introduced to it in a stencil workshop.

Then, they participated in several major ready-to-wear trade shows:

Premium, the most central and international trade fair for new collections. It goes from contemporary fashion to designer denim, shoes and accessories. This year, more than 1000 brands were present for 1800 collections.

Seek, which seduces every year with its selection. He puts forward a contemporary and progressive fashion, especially in streetwear.

Finally, the ready-to-wear shows Panorama, Neonyst and Selvedge. Gathered in a former airport, they welcomed for this edition 712 brands on 42000m².

Throughout these events, many imposing figures from the fashion industry led conferences and masterclasses on the themes of digitalization, CSR, sustainable development and innovation at the heart of this sector in perpetual evolution and revolution.

Paris, timeless capital of fashion

Direction Paris for the second part of this field trip with multiple meetings with established fashion brands and among its collaborators the former students of INSEEC.

First stop at Carlin – Creative Trend Bureau, trend office since 1947. Carlin anticipates behaviors in France and abroad in order to develop strategies and propose influences that will offer success to their clients.

Let’s go to the famous Candora Paris, located in the heart of the capital, and its Perfume and Custom Creation Workshop. After a lecture on the history of perfume, our students were able to create their own perfume.  It is an art because you create a unique olfactory composition. It’s a Game as you have fun trying out different creative possibilities. Third step of their stay in Paris, meeting with Lola Breig, technical director of the prestigious Bureau Betak. She gave our students some of her precious time during the Paris Fashion Week 2020. She spoke with passion about the world of fashion shows, the scenography, and all the technical aspects that come into play to create a unique visual show. Finally, she spoke to them about the latest Yves Saint-Laurent fashion show.

Next, we meet Marine Betrancourt, Communication Manager at Veja, a French brand of ecological and fair trade sneakers. In all transparency, she exchanged with our students on the working methods within the company, why the choice of transparency, what are their stakes, what is their CSR policy but also what were their limits. Three employees of Levi’s France and former INSEEC students; Iris Lucot, Marie Descottes and Charlotte Derboux; spoke about the perception of the brand in France,  and the choice of collections according to the targeted public. From a CSR point of view, both brands have their own dedicated research department and have published their progress in open source on their respective websites.

Marie Picquot is also an INSEEC alumnus and now a sales coordinator at Isabel Marant. She took our students on a journey, detailing her job and her missions, in particular her travels to the English department stores to sell the collections.

Finally, to close this week rich in discoveries and meetings, our students went to the famous Who‘s Next, the leading international trade fair for women’s fashion in Europe and Maison & Objet, international home fashion show and meeting place for decoration professionals, displaying emerging trends in the sector or the latest materials.

Updated 24 February 2022