The Row to show in next Paris Fashion Week

By

Godfrey Deeny

Published
Feb 8, 2022

In a major surprise, Paris Fashion Week organizers announced Monday that The Row, one of New York’s most significant runway brands, will stage its next catwalk show in Paris.

Besides The Row, the Fédération de la Haute Couture et de la Mode also revealed Monday evening in Paris that there would be six new entrants onto the official schedule of the next women’s ready-to-wear season in Paris, due to run from February 28 through March 8.

Most notably, VTMNTS, the diffusion line of Vetements, the highly influential, indie fashion house founded by the two Georgian refugee brothers Demna and Guram Gvasalia. The Federation added that Ester Manas and Germanier, two French houses; Austria’s Petar Petrov and another American label Vaquera will also enter the official calendar.

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However, it will be The Row which will ignite the greatest media attention - serious, social and otherwise. Founded in 2006 by Mary-Kate and Ashley Olsen, two former TV child actor stars, The Row has managed to be both a cult insider brand and a commercial success. More importantly, their enveloping silhouette, minimalist style and sense of understated empowerment helped ignite a whole movement in fashion. The ultimate proof of the relevance of The Row, which was named after Savile Row, in reference to the twin’s respect for tailoring and classic savoir faire.

The move to stage a VTMNTS show in Paris will be seen by many as the latest confirmation of a major rift between brothers Demna and Guram Gvasalia. With creative director Demna fully committed to his position as creative director of Balenciaga, Guram has taken over the role of designer of Vetements, the cooperative brand they launched together in 2014 in Paris. Another indication of declining brotherly love is that Guram is no longer mentioned in Demna’s Wikipedia page.

“This season, 95 houses are listed on the official calendar. The official calendar includes 45 physical shows, 37 physical presentations (82 physical events) and 13 digital-only events. The formats are specified on the official calendar,” the Federation confirmed in an official release.

“Formats will depend on the evolution of health situation and measures taken by public authorities,” cautioned the Federation, French high-fashion’s governing body.