The Copenhagen International Fashion Fair (CIFF) is expanding its international strategy and establishing a permanent presence in Paris for the first time. During the upcoming Paris Fashion Week in June, the fair will open a curated showroom in the Le Marais district of Paris, the fair organizers announced on Tuesday. 15 to 20 selected international brands are presented there on three floors. The brands Rains, Opéra Sport and Woodbird will be taking part.
“Right now, brands are expected to be present in multiple markets and at different times. With CIFF Paris, we are creating a format that ensures more continuity and closer collaboration with our community,” explains CIFF Director Sofie Dolva.
Format should ensure visibility
With the new CIFF Paris format, the trade fair aims to expand its role beyond the classic trade fair platform in Copenhagen and to support brands more closely all year round. The focus is on continuous exchange with the community as well as more flexible support in different markets and sales contexts. The focus should therefore be on developing a platform that supports brands across different markets and at the same time allows for new formats as the industry develops, said the trade fair boss.
She also points out the growing challenges for brands during Paris Fashion Week, especially in the context of independent showroom structures. The competition for attention, buyer visits and frequency is high and increasingly requires collective solutions to ensure visibility.
“Presence during Paris Fashion Week has always been a key focus for the majority of Nordic and international brands. At the same time, operating independently in the city – whether established or emerging – represents a major challenge. Standing out in such a competitive environment, attracting the attention of buyers and ultimately driving visitors to a single showroom requires both scale and collective reach,” she said.
CIFF wants to ensure frequency in the showroom in Paris
The CIFF Paris format relies on a specifically curated environment with internationally invited buyers and selected media representatives. The guest list is created in close coordination with the participating brands in order to bundle relevant contacts from different markets. The concept is supplemented by local partners who are supposed to ensure continuous frequency in the showroom.
Various networking and content formats are planned to accompany the showroom. These include Nordic breakfasts, aperitivo events in cooperation with the Copenhagen project Art of the Refill and special editions of the CIFF Media podcast “On Location” together with Fashion Forum. At the start of the first edition, CIFF also invites you to an exclusive dinner in Paris, which is intended to promote exchange between brands and industry players.
The Paris format is part of a series of international activities carried out by the organization. These include, among others, several seasons as part of the Scandinavian Manifesto during Pitti Uomo in Florence, a joint showroom with the CFDA during New York Fashion Week and the collaboration with the Milanese concept 10 Corso Como planned for June.
