Showroom Belgium at Paris Fashion Week

by: Lucia Cabanova

September 17, 2012

If you’re heading over to Paris for the upcoming Fashion Week and want to become familiar with up and coming Belgian fashion, don’t hesitate to stop by the Showroom Belgium, organized by the Flanders Fashion Institute (FFI). You will get the chance to see the womenswear Spring/Summer 2013 collections of the five following fashion designers: Van Hongo, Tom Van der Borght, Hrvi – Harvey Bouterse, Pierre-Antoine Vettorello and Sofie Claes.

Photo by: Joris Ceuppens

The FFI seeks to promote and highlight the creative talent of these young Belgian designers, giving them the opportunity to show their unique work to international press and buyers. The company was founded in 1998 to help starting designers get hold of the crucial skills to manage four phases of a successful fashion company: creation, production, distribution and promotion. The fact is that often young designers have all it takes creatively, but somehow lack the knowledge of the other three aspects. That is why FFI particularly focuses on informing, coaching and promoting independent designers and fashion labels.

In order to get a glimpse of the five upcoming collections, FFI put together a fashion film directed by Guido Verelst and Dodi Espinosa, with only one model embodying the female as well as the male character. The film portrays a female showing off in front of a male sitting in a small café in Antwerp. She is in a way teasing him, however not in a sexual way, but rather by her stylish clothes that she keeps changing throughout the story. You can already get a feeling and a sense of what the collections shown in Paris will be about, but the film portrays them as if they belonged to the same cluster. Although the mystery and thrill within the film keeps us wanting to see more, it will for sure be exciting to examine the individual collections on their own as well.

The showroom will be open from 29th September until 3rd October at the Rue du Temple in Paris


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