Fewer sneakers on Paris runways, but sportswear brands still keen on Parisian presence
Nicola Mira
Suits and formal looks made a major come-back on the runways of the Paris menswear Fashion Week that ended on January 22. A session that signalled a significant slowdown for streetwear, which had been buoyant for the last three years. Despite the fact that suits, whether fitted or oversized, are still worn with sneakers, and that several new collaborations came to the fore, like ReebokHed MaynerBotterNew BalanceJunya WatanabeNike
Yet, sneaker and sportswear brands still mark the fashion weekAsicsrue des Francs-Bourgeois
Other brands adopted a much more commercial approach. Saucony
A similar approach was followed by New Balance, which opened its own Parisian showroom in the Marais district, on rue des Arquebusiers, opposite those by emerging labels Blue Marble and WooYoungmi. In the showroom, New Balance showcased its classic sneakers range as well as future high-end models produced by its factories in the USA and the UK. “For us it’s an opportunity to meet many international clients, and to enable our European staff to get together,” said Claire Boulanger, New Balance’s marketing manager in France. “Since the start of the pandemic, we have met very often online. This way, we can meet again in person,” she added.
Having a meeting place available in Paris helps make new connections. GoreTex
Clearly, many brands that operate in the sportswear and lifestyle sectors are keen on this proximity with fashion labels, designers and buyers. This is why they come to Paris to showcase their style and know-how, of which the fashion sector is often unaware.
