Squiz Today Squiz Shortcuts: The business of Fashion Week
Feb 12, 2026
Lauren Sams, fashion editor at the Australian Financial Review, unpacks the business behind Fashion Week and its cultural ripple effects. She explains why shows matter for brands and trends. She compares global fashion capitals, reveals the costs and logistics of runway productions, and traces how catwalk looks make their way to everyday wardrobes.
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From Trade Roots To Global Spectacle
- Fashion Week began as a trade event where designers showed buyers and media their collections in ateliers.
- Today it is a lavish global industry event that also drives tourism and supports many other industries.
Shows Chosen For Customers Not Cities
- City identity used to determine which designers showed where, but now brands choose locations by customer alignment.
- Designers shift cities to position their brand and reach the right audience, not just for geography.
Plan For Invitation And High Costs
- Expect invitations plus costs to secure a Fashion Week slot; couture is strictly invitation-only in Paris.
- Budget for venues, bespoke sets and production when planning to show at major fashion weeks.
