return Home

Pushing boundaries - Vogue Fashion Festival Paris

Vogue’s third Fashion Festival in Paris was a showcase of how the title not only monetises from events but also boosts brand awareness.

 

 

It’s a miserable, soggy Friday morning in Paris. Anyone who might have the day off work would be expected to have a lie in. But not far from the Arc de Triomphe de l'Étoile outside of the gilded roofed Palais Potocki Hotel long queues are forming under a snake of colourful umbrellas. Underneath the umbrellas are individuals suavely dressed without looking as if they’ve put in any effort - as only Parisians can.

By 9:15am more than 400 of them are packed into the Palais Potocki Hotel conference room where the first morning discussion of Vogue Fashion Festival, in partnership with Swarovski, kicks off. Sidney Toledano, chairman and CEO of LVMH Fashion Group is discussing the new frontiers of luxury brands. Later when British stylist and fashion designer, Clare Waight Keller of French luxury fashion and perfume house Givenchy takes to the stage with Emmanuelle Alt, Vogue Paris’s editor-in-chief, to ponder Givenchy’s boundaries, 200 more people have made their way into the conference room. Now there is standing room only.

 

 

Four masterclasses

Next door 150 more fashion aficionados eagerly await the start of one of four masterclasses to be presented over the two days of the festival: ‘How to launch a start-up in the luxury industry?’ presented by online fashion shop founders Mathieu de Ménonville of Editions MR and Marie Courroy of Modetrotter.

The festival is a stately, almost academic affair. There are no catwalks, no supermodels, lingerie shows, only talk - and hours of it. With most sessions lasting 45 minutes - masterclasses for 90 minutes - and taking no form more flashy than live interviews or a round table discussion with only the occasional slide on a screen, the format seems archaic. Yet, not a single person leave their seats.

Vogue Paris has managed to bring together key leaders and influencers from the luxury world for two days of discussion, debate and reflection. Over the two days more than 2,000 people attend the festival, with 150 more attending each of the four masterclasses. At EUR€250 (USD$285) for a half day conference pass, €400 ($455) for a day pass, €750 ($852) for a two-day pass and €45 ($51) to enter a masterclass, the maths is easy. The festival is not only hugely popular, it is also hugely profitable.

Delphine Royant, publisher of Vogue Paris, however, is keen to point out that this is first and foremost an opportunity for key players and influencers of the fashion and luxury industries to voice their views on major trends and issues. “The Fashion Festival allows Vogue to elevate itself as the leading media partner in this sector."

 

  

Taking the pulse of the industry

Since launching three years ago, the Vogue Fashion Festival in Paris has established itself as the key event for professionals from the worlds of fashion and luxury, "to take the pulse and anticipate the future of the industry".

 

 

The theme for this year’s event was ‘Fashion and its new frontiers’. Speakers looked at how borders in the fashion industry are being transcended, whether these borders are geographical, technological versus human, digital versus print, gender-linked or seniors versus millennials. Apt within this theme, Virgil Abloh, founder of Off-White, and Alexandre Arnault, CEO of Rimowa, discussed the significance of a see-through travel case in an environment sensitive to privacy invasion.

The festival fits sponsors like a glove. Apart from the obvious names, like The Woolmark Company, even the likes of Google got on board. The broad scope of debate supported this notion. Or in the words of a member of the executive board of main sponsor Swarovski, Nadja Swarovski, the event is a fresh and inspiring mix of fashion’s brightest creative, business and strategic leaders, “all engaging in boundary-pushing debate”.

 

More like this

Condé Nast announces the launch of Vogue in the Czech Republic and Slovakia in a BoF exclusive

Condé Nast International announce third edition of Vogue Fashion Festival

Condé Nast International to launch Vogue Hong Kong

Condé Nast International announces first speakers for The Nature of Luxury Conference 2019

Condé Nast appoints Oren Katzeff president of Condé Nast Entertainment

Condé Nast to merge US and international businesses, Bob Sauerberg to step down

  • Behind Time magazine covers: a Q&A with DW Pine

    Chronicling the nation’s issues, events and history as it happens, Time magazine shies away from nothing and creates emotional impact in an instant. Time magazine is known for its iconic covers, something D.W. Pine, Time’s creative director, recently called “one of the most iconic pieces of real estate in journalism.”

    14th Jan 2019 Features
  • Rob Ristagno, founder and CEO of Sterling Woods, on the power of membership programmes

    At a time when media companies are seeking to find alternative sources of revenue to advertising, membership programmes have taken centre stage. Over the past couple of years we have seen The New York Times, The Guardian, Politico and others enjoy huge success in monetising readers in this way.

    14th Jan 2019 Features
  • How Thomas Cook resurrected a print magazine that died in 1939

    One of the greatest successes born from the new Thomas Cook Media and Partnerships division within the Thomas Cook travel agency was the rebirth of the printed magazine, The Excursionist, originally founded in 1851. Speaking at FIPP Insider in London, Ed Marr, group head of commercial publishing, media and partnerships at Thomas Cook Group, explained how an integrated multi-channel media offering within the holiday retail company made this possible.

    14th Jan 2019 Features
  • How Beano used data and insight to give digital life to a print brand kids love

    The longest running British children's comic magazine, Beano, has gone through a huge revolution in the past two years transforming itself from a purely print magazine into a global digital platform. At the recent FIPP Insider event in London, Hayley Granston, commercial MD, Beano Studios, UK, explained how they used data and insight to reinvent the iconic British brand for today’s tech savvy kids.

    10th Jan 2019 Features
  • How Italy’s most successful cooking website went multi-platform - all the way to print

    Spinning off a monthly print magazine in 2017 to create an additional revenue stream for Italy’s hugely popular cooking website, Giallo Zafferano, was such a significant success that it sold 2.5 million copies in the first year, says Daniela Cerrato, head of digital product marketing of the Italian magazine division at Mondadori Publishing Group.

    7th Jan 2019 Features
  • Magazine media M&As - what happened in 2018 in review

    In this industry, change is constant. Though, over the last number of years, we've seen increasing numbers of mergers and acquisitions on the media landscape. 2018 was no different, with magazine media marketplaces restructuring, consolidating and diversifying. 

    7th Jan 2019 Features
  • Behind Time magazine covers: a Q&A with DW Pine

    Chronicling the nation’s issues, events and history as it happens, Time magazine shies away from nothing and creates emotional impact in an instant. Time magazine is known for its iconic covers, something D.W. Pine, Time’s creative director, recently called “one of the most iconic pieces of real estate in journalism.”

    14th Jan 2019 Features
  • How Thomas Cook resurrected a print magazine that died in 1939

    One of the greatest successes born from the new Thomas Cook Media and Partnerships division within the Thomas Cook travel agency was the rebirth of the printed magazine, The Excursionist, originally founded in 1851. Speaking at FIPP Insider in London, Ed Marr, group head of commercial publishing, media and partnerships at Thomas Cook Group, explained how an integrated multi-channel media offering within the holiday retail company made this possible.

    14th Jan 2019 Features
  • The Atlantic launches "Unthinkable": 50 Writers. 50 Essays. 50 moments that define the Trump presidency

    As we near the midpoint of the Trump presidency, The Atlantic has cataloged the 50 most norm-bending moments of the administration, analysed by 50 of The Atlantic’s writers and contributors. The digital report, “Unthinkable,” enumerates the incidents that would have been unimaginable under most any previous US president, Republican or Democratic.

    14th Jan 2019 Industry News
Go to Full Site