Parisian organisers of Tranoi launch new womenswear fair next January

By

Jean-Paul Leroy

Published
Sep 19, 2012

Last June Armand Hadida tested a showing of women's pre-collections during Men's Fashion Week in the Brongniart Palace on the Place de la Bourse, also home to Tranoi Homme. Now he has decided on a repeat performance next January, and on a much grander scale. 

The goal for January (dubbed Tranoi Preview Femme, from January 19 to 22) is to host one hundred some brands. However, Armand Hadida hopes to reach 200 to 250 exhibitors over the year and about 400 significant names once the show gets up to full speed. The event will happen at the Carrousel du Louvre, also the Tranoi location during the second session. For next January, the event will be located in the 2,800-square-meter Delorme hall, possibly expanding to others if successful. 


Basically, the event is a brand new fair that will take place during the runway shows, the men's trade shows and Who's Next Prêt-à-Porter Paris. What’s more, it is being staged right in the center of Paris. Armand Hadida’s goal is to sign up fashion brands that are a little less edgy than those associated with the second session. "The fashion market is evolving. We need to know how to respond to the demands of brands and retailers," said Armand Hadida. He points out that while it has been a long time, this is not the first time for Tranoi to hold a fair during the first session. 


Hadida is apparently trying to lure brands who currently do the second Tranoi session and sometimes participate in other events or open their showrooms during the first session. But he also wants to attract brands from Italy and northern Europe as well as French brands that currently do not or no longer show in Paris. The renown of the French capital has the power to attract, as does the international image and exhibition quality of Tranoi and its location. 


To convince such labels, the show has solicited what it is calling its "ambassador" – Muriel Piaser, former director of the Prêt-a-Porter Paris show, now head of a consulting company.