Tranoï dives back into physical events

By

Olivier Guyot

Published
Jun 16, 2021

It's a new start for the Tranoï trade show, which will be diving back into physical events during Paris Fashion Week Men's, opening its doors from 25 to 27 June. For the event's comeback, 22 brands will be presenting their latest menwswear collections and women's pre-collections for Spring/Summer 2022 at the Palais de Tokyo. The Parisian museum is a new venue for Tranoï and also serves as an organisational hub for the French capital's fashion week. Due to the Covid-19 pandemic, there has not been a physical trade show dedicated to menswear collections since January 2020, so suffice to say that anticipation is ripe with both the event's organisers and its exhibitors. 

"We know that people are very keen to meet up again in person. Of course, not everything is sorted in terms of the health crisis, but, at our end, we have very clear protocols," explains Tranoï president Boris Provost. "We're expecting visitors from France and neighbouring countries. The news about the relaxation of travel restrictions in Europe is also encouraging. A few weeks ago, Italians we're still unsure about coming, but now several buyers have confirmed their attendance." 

Of course, there are still a great deal of international travel restrictions in place, and this Paris Fashion Week will have to deal with the absence of visitors from America and Asia, with a number of European parties also remaining cautious. But for Tranoï, which was acquired by GL Events in 2020 and which will be breaking in its partnership with the Fédération de la Haute Couture et de la Mode during this summer season, this physical return is an opportunity to make its voice heard once more. "For us, it's really an opportunity to implement our new strategy, which is more focused on creativity," says Provost. "We wondered about hosting a large event in September, but we surveyed the menswear buyers and their purchasing dates haven't changed. After 15 July, everything's wrapped up. So we had to be here in June."

For the 22 independent labels that are participating in Tranoï, which include Mouty, Les Piscines, 8IGB, Jack Gomme and Steven Passaro, the event will be an opportunity to reconstruct a direct relationship with buyers. The trade show's management has also invested in complementing its physical comeback with digital support and will therefore be organising digital meetings between brands and buyers through its Tranoï Link platform, which boasts 700 buyers, as well as spotlighting brand offerings on its online space.

In any case, the opportunity for the organisers to get to grips with running an event at the Palais de Tokyo and the proximity of Sphère, the showroom dedicated to young talent, should create a community dynamic.

For Paris' next womenswear fashion week, the trade show will return with a cutting-edge offering of some 50 designer brands, taking up residence at the museum of the 16th arrondissement, while also returning to its favourite haunt, the Palais de la Bourse, in the 2nd arrondissement.