The war in Ukraine does not leave Paris Fashion Week indifferent

Paris Fashion Week opened on Monday against the backdrop of the war in Ukraine. The geopolitical topic does not leave the fashion world indifferent and was literally on the table at a collection presentation in the city.

The event took place as part of a group presentation organized by the Fashion Farm Foundation, a non-profit organization promoting young Hong Kong designers, in the 9th arrondissement of Paris, and attended by around 200 guests, mainly press professionals and influencers. Among the featured brands: the jewelry label Sweet Lime Juice.

To showcase its new line, the brand – which is also distributed through Canadian online retailer Ssense – chose to dress ten models in monochromatic outfits to emphasize the sparkle of the silver rings, earrings, body chains and bracelets. The models sat in front of a white tablecloth on which they wrote and drew on the themes of “coming together”, “unity” and “love”.

The presentation of Sweet Lime Juice. Image: Julia Garel / FashionUnited
The presentation of Sweet Lime Juice. Image: Julia Garel / FashionUnited

“I am Ukrainian”

The war in Ukraine quickly became a topic, and words denouncing the Russian military operation appeared: “Stop the war”, “Save us”, “how-to-help-ukraine-now.super.site” or ” polska jest z wami”, which means something like “Poland is with you”. Further back, in a corner, one could also read: “I am Ukrainian”, “Your support counts!!!”, “Save my home”, “Kyiv is the city of freedom” or “Stand with us”. These committed phrases gave this moment a radically political dimension.

“The models are trying to express their own feelings, their own emotions. That touches me. It has become their platform and gives them the opportunity to express something they support and believe in. It’s totally spontaneous and we’re so excited that they do,” Jovy Hon, co-founder of jewelery brand Sweet Lime Juice, told FashionUnited.

Ralph Toledano, President of the French fashion federation Fédération de la Haute Couture et de la Mode, expressed his support for the Ukrainian people in a fashion week press release: “The big fashion family comes together for Paris Fashion Week at a moment when the war is brutal has swept across Europe, plunging the Ukrainian people into terror and pain. Creative work is based on the principle of freedom, regardless of the circumstances. And the role of fashion is to contribute to individual and collective emancipation in our societies. The Fédération de la Haute Couture et de la Mode therefore invites you to experience the fashion shows of the coming days with the seriousness that these dark hours demand.”

The shows continue

During Paris Fashion Week, 45 houses and brands will be showing their shows according to the official schedule published by the French Fashion Federation.

In addition to catwalk shows, there are 37 presentations and 13 events in digital format. A total of 95 events are on the program. This season, all shows and events will be livestreamed after the French fashion federation invested in digitization and increased its digital communication.

Buyers and press from China will continue to be absent, and many Japanese are also not traveling because of the quarantine regulations that await them on their return. Although borders are finally reopening, international travel remains well below 2019 levels.

The shows will and must of course go on – even if the economic effects of a war and the Russian sanctions will be felt for many in the fashion industry.

This translated post previously appeared on FashionUnited.fr and with the help of editor Don Alvin Adegeest.

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