Expanding Horizons: Luxury Brands Elevate Their Presence in Paris

Since Covid in 2020 put a pause on in-person events, luxury fashion houses have been reimagining how best to re-establish themselves on the global stage. Over the past few years, this reinvention has included a renewed emphasis on creative direction, the rise of quiet luxury, and an exciting evolution in where collections are unveiled. Increasingly, many brands are expanding their reach and amplifying their visibility by presenting their seasonal shows and showrooms in Paris.

In the last five years, names like Tom Ford, The Row, Zimmerman, Gabriela Hearst, Proenza Schouler, Altuzarra, Thom Browne, and many others have chosen Paris as their stage. This move allows them to connect directly with international buyers and the press, strengthening their global presence.

For many designers, Paris offers unparalleled opportunities to build brand equity. As Thom Browne noted, moving his show to Paris was “purely a business decision, aimed at enhancing exposure to his craft, particularly for Asian and European markets.” Showing in Paris is seen to align with refinement, exclusivity, and global relevance, values that resonate deeply in today’s luxury market.

This shift also reflects the natural evolution of luxury distribution. By presenting in Paris, brands can connect with leading international retailers and top spenders, tailoring their strategies to a global audience. Smaller specialty stores remain important, but the emphasis is increasingly on visibility, exclusivity, and positioning brands among the most influential players in the fashion industry.

While investing in Paris requires additional resources such as travel, showrooms, and hospitality, the potential payoff is significant. Increased access to new markets, stronger international partnerships, and the prestige of Paris Fashion Week can far outweigh the costs. It signals that American designers are ready to stand shoulder to shoulder with the world’s most iconic fashion houses.

What was once a primarily New York centered moment is now an exciting chapter of global expansion. Paris has become a hub for American designers to showcase their creativity on the worlds most refined stage, ensuring their voices are heard and celebrated worldwide.