Regardless of working one of many high attire manufacturing industries worldwide, Turkey remains to be a largely untapped useful resource for fashion inspiration. However amid Covid-driven adjustments which have sparked a shift to digital, the trade now can capitalize on its largest occasion to attach Turkish vogue expertise with a worldwide viewers.
In collaboration with Turkish Vogue Designers’ Affiliation (MTD) and Istanbul Vogue Academy (IMA), the Istanbul Apparel Exporters’ Association (IHKIB) launched the second digital version of Vogue Week Istanbul (FWI) from April 13-16, that includes 30 designer collections in a digital, seasonless showcase that features the most recent girls’s put on, males’s put on and gender-neutral collections. The following occasion for the autumn season in October 2021 might be a hybrid occasion, combining the digital parts with the return of bodily showrooms.
“Vogue Week pushes the designers to their limits as they know that they’ve to organize an impeccable assortment,” mentioned Cem Altan, an IHKIB board member and president of the Vogue Week Istanbul Committee. “This helps raise the overall design and manufacturing high quality they usually carry collections with aggressive pricing to the trade each domestically and globally. At FWI, we additionally help our designers with worldwide advertising efforts that embrace working along with distinguished vogue publications in addition to efficient influencers.”
Whereas Turkey is the sixth-largest clothing supplier on the earth and the third-largest within the E.U., the market’s manufacturing and design capabilities haven’t gotten ample world publicity, regardless of their historic roots in vogue.
Eda Güngör, founder and designer of luxurious model Museum of Wonderful Clothes, famous that the Turkish vogue trade remains to be lacking one main proponent to take it world—exterior investments.
“We now have high expertise,” Güngör mentioned. “All we want is main help behind us—and that has to come back from traders and the federal government.”
FWI partnered with JOOR to host the occasion, which has a attain of over 200,000 patrons from 144 nations. Vogue Week Istanbul has its personal devoted house throughout the B2B platform, making its designer collections obtainable to worldwide patrons, who can evaluation and order the objects instantly.
“I imagine Covid-enhanced digitalization offered some distinctive benefits for vogue occasions like ours that have been initially sidelined by main vogue weeks,” Altan mentioned. “After we had the bodily occasion, we used to ask worldwide press and patrons to Istanbul. Whereas this was a hands-on alternative, given the busy schedules of patrons and editors, it was troublesome to draw the numbers of trade leaders we needed. Nevertheless, now by collaborating with worldwide digital platforms, we are able to attain our audience rather more instantly. In a means, digitalization helped raise the pure boundaries and opened a gate of alternative to find new and extra geographically numerous expertise.”
Designers capitalize on inventive freedom
That is the second Vogue Week the place designers might showcase their collections on-line; the primary was October 2020. However the occasion marked the primary time that designers had full inventive liberty on methods to carry their digital collections to life. The occasion inspired taking part designers to decide on their very own location for capturing, in addition to the theme, season or gender they needed to showcase.
Tuba Ergin, a taking part designer in FWI, mentioned that this freedom enabled the “final stimulation of creativity.” Ergin, who has labored in sustainable vogue for over 10 years, mentioned she shot her runway video in a photo voltaic plant, serving to her convey the Earth-friendly idea “much better than a normal runway” might.
“I needed to create a set that communicates the dream of a world that may be carried to a extra accountable, conscious and progressive future,” Ergin informed Sourcing Journal. “With the brand new assortment, I needed to attract consideration to the truth that understanding sustainability in vogue isn’t solely restricted to eco-sustainable materials choice and manufacturing strategies, but in addition the vitality assets utilized by manufacturing firms supplying the style trade.”
One other designer taking part within the occasion, Çiğdem Akin, mentioned the digital ambiance delivered a significant profit, in that she might showcase her 2021-22 autumn-winter assortment through a brief movie that may be broadcast to a brand new vogue viewers.
“‘No person is aware of’ was this yr’s theme, and it was really the perfect assortment I’ve created this yr,” mentioned Akin. “Silk chiffon, wool, cashmere and velvet materials discovered their locations within the assortment, which is dominated by luxurious materials with brocade weaving. The colour theme was darkish sky blue, which included cherry, purple and deep black as properly.”
Each season, FWI presents two spots to devoted, rising designers, this time choosing Karma and New Gen for the April occasion. These designers are chosen among the many graduates of Istanbul Vogue Academy, a distinguished vogue faculty additionally funded by IHKIB.
Though the designers get to exhibit their collections to potential manufacturers first-hand, they aren’t Vogue Week Istanbul’s solely potential beneficiaries, in keeping with Altan. Trade skills together with vogue photographers, stylists, producers, music skills and make-up artists all achieve wider viewers publicity in collaborating with designers on collections and movies.
“Our goal has at all times been to introduce Turkish expertise from all branches of the trade to the worldwide scene,” Altan mentioned.
Functions are actually open for the upcoming Fashion Week Istanbul on Oct. 12-15. Be taught extra concerning the Istanbul Attire Exporters’ Affiliation (IHKIB), their members, and up to date initiatives here.