After Topshop in London and Mango in Barcelona, Paris hosted a slew of big names in ready-to-wear fashion showing their collections outside the mainstream Fashion Week calendar. Meanwhile, the shows are now available for viewing on the Internet. Deciphering a phenomenon that is disturbing and much talked about. In a grandiose show featuring live singers, Etam opened this Paris Fashion Week season in grand style with a sixth show broadcast live on the Net, presenting the Lingerie and Swimwear collections featuring Natalia Vodianova. But the Etam group was not the only one. Another apparel giant chose to show its collections in much the same way: the Swedish fast fashion retailer H&M. A premiere was held under a marquee built especially for the occasion in the gardens of the Musée Rodin. An enormous construction (1,500m2 with 18 rooms), the decorations were produced by Bureau Betak which is more used to working with Christian Dior, Viktor & Rolf and John Galliano. Meanwhile, on Tuesday 5 March, Zadig & Voltaire showed for the second time in the fashion calendar. Although...
