The Fashion Business Calendar Guide: The Clock Is Counting Down, Are You?

The fashion business calendar is one of the most important organisational tools in the industry. It sets the pace for designers, determines production schedules, plans sales cycles and influences strategic brand decisions. Understanding it is key to effective functioning – both in global fashion houses and small, independent brands.

The ‘Big Four’ – the foundation of the global schedule

The core of the calendar is formed by fashion weeks in New York, London, Milan, and Paris. It is during these events that collections for upcoming seasons are presented, and their schedules are strictly adhered to. Any shifts in dates have consequences throughout the industry.

• February/March – Autumn/Winter (AW) collections
• September/October – Spring/Summer (SS) collections

Events outside the "Big Four" are also playing an increasingly important role, such as Copenhagen Fashion Week (January/August), which has become a leader in sustainable design and often anticipates major trends.

The life cycle of a collection – from concept to retail

1. Design (6-9 months before the show) – trend analysis, creating collection concepts, searching for materials and suppliers. Reports from trend forecasting agencies such as WGSN and Edited play an important role.
2. Prototype production (4-6 months before the show) – the first models are created, tested, and refined. In fashion houses such as Chanel and Dior, this process is still carried out in specialized ateliers.
3. Sales campaign (after the show) – buyers from boutiques and department stores place orders and brands forecast sales results.
4. Delivery and retail (6-9 months after the show) – collections arrive in stores, kicking off the official sales season. In the traditional model, the February collection doesn't go on sale until August.

Key trade fairs and industry events

• Pitti Immagine Uomo (Florence, January/June) – the leading platform for men’s fashion, combining collection presentations with debates on craftsmanship and innovation.
• Première Vision Paris (February/July) – the largest trade fair for fabrics, knitwear, leather, accessories, and production services. Decisions made here shape subsequent seasons.
• Fashionweare (Łódź) – Polish contracting platform, important for local brands and distributors.

Digitalization and the "see now, buy now" model

The rise of social media has transformed the fashion calendar. Shows are broadcast live, and influencers and celebrities play an increasingly important role in building event reach. The "see now, buy now" model, pioneered by brands like Burberry and Tom Ford, was intended to shorten the time from show to purchase, but its widespread implementation encountered logistical barriers. Nevertheless, it has led to greater synchronization between presentation and distribution.

Sustainability and a change of pace

In recent years, pressure has been mounting to align the calendar with real seasons and limit overproduction. During the COVID-19 pandemic, designers including Dries Van Noten have called for a slowdown in the industry. More and more brands are reducing the number of collections per year or postponing show dates to minimize environmental impact and adapt to changing consumer needs.

The fashion calendar is a strategic tool that ensures consistency and predictability in the global industry. Its evolution is inevitable, but its role in coordinating the entire industry remains crucial.

Sources
Bouchard, R. (2020). The Business of Fashion: Understanding the Global Industry. Routledge.
Jackson, K. (2018). Fashion Studies: An Introduction. Bloomsbury Visual Arts.
Lipovetsky, G. (1994). The Empire of Fashion: Dressing Modern Democracy. Princeton University Press.
Mair, C. (2014). The Fashion Show: History, Spectacle, Body. Bloomsbury Academic.