An Original Concept in Service of Women’s Creative Expression

Envisioned as a meeting point between image and commerce, EDITO was born from a clear observation: women’s brands need a space that speaks their language during Paris Fashion Week. Dedicated exclusively to womenswear, the event brings together premium-positioned labels with a contemporary edge, spanning creative ready-to-wear, accessories specialists, cashmere houses, and footwear designers. It also marks an opportunity to reinforce the agency’s expertise in this sector, long recognized for its strong menswear and lifestyle portfolio.

“We wanted to create a space that is both editorial and commercial, where contemporary women’s brands can express themselves within a coherent and inspiring framework. EDITO #00 is also part of the agency’s strategy for expansion and diversification,” explains Antoine Leneuf, CEO of Clothette, reminding us that the event also enhances the agency’s own visibility.

A Successful First Edition for “EDITO #00”

An Experiential Setup

For its first edition, Clothette reimagined its main space into a fluid, discovery-driven setup. The refined scenography encouraged seamless circulation while showcasing each collection within an intimate salon atmosphere.

The 20 selected brands were thus able to present their pieces to an international professional audience.

“The objective wasn’t to attract crowds, but to guarantee meaningful exchanges and thoughtful curation,” Antoine emphasizes.

A Positive Reception and High-Quality Traffic

With visitors and buyers coming from France (notably major department stores), Italy, Korea, Japan, China, Bali, Dubai, Kazakhstan, and the United States, EDITO attracted a highly qualitative international audience. Buyers praised the diversity of the brands presented and the overall experience offered. Exhibitors, in turn, appreciated the setting, the selection, and the convivial atmosphere.

“We had strong traffic, with curious and professional visitors. It was a first edition, so naturally there was a format to refine, but the energy was there,” Antoine sums up.

The outcome is clear: targeted, constructive meetings and significant visibility for emerging brands.

“EDITO,” A Reflection of Market Shifts

Paris, International Crossroads of Women’s Fashion

According to Antoine, “France and Italy remain the two major fashion hubs in Europe. And Paris continues to be the place where international buyers converge, thanks to Fashion Week runway shows, major trade fairs, and a highly dynamic ecosystem of small and mid-size showrooms. It is therefore the destination of choice for brands seeking European and global visibility.”

By offering a coherent and readable platform, EDITO #00 contributes to strengthening this momentum and positioning the selected brands accordingly. In a slowing international context, we are witnessing an elevation in demand and a stronger creative expectation. EDITO #00 responds to this shift by focusing its selection on innovative, high-quality products that remain more accessible than the heavyweight players of Paris Fashion Week.

Brands Between Image and Accessibility

One of the project’s strengths lies in its curation: contemporary labels with a premium positioning that remain accessible while representing a diverse offer.

“Price isn’t the only criterion. Image, quality and the diversity of the selection are also essential," Antoine insists.

The result is a varied offering, with no cannibalization between the products of the different participants.

For the next edition, the team also plans to open the selection to more accessory brands, often highly creative, in order to further enrich the proposition.

A Market in Transition and New Expectations

The women’s market is currently undergoing a phase of redefinition. Consumers are seeking greater meaning, novelty, and storytelling. Antoine confirms: Clients want original yet accessible products, brands with a real personality.”

Drawing on its experience and its sharp reading of trends, Clothette intends to support this evolution by offering a format that is both professional and intimate, aligned with the expectations of retailers.

Clothette, Driving a New Creative Momentum

An Agency Attuned to Brands and the Market

For over fifteen years, Clothette has distinguished itself through its 360° approach to brand development. Active across the French and Belgian markets, the agency continues to diversify its services, supporting labels not only in sales but also through event production, strategic consulting, and PR. It’s an opportunity to broaden the scope, build projects, experiment, and enjoy the process. “Our role is to guide brands toward sustainable success by understanding both their needs and those of retailers,” Antoine recalls.

A role exemplified by the October 2nd evening event, which brought together influencers and EDITO #00 participants.

From Curation to Strategy

By bringing together emerging brands, buyers, and media around a coherent experience, the agency affirms its vision of a more narrative wholesale model, one aligned with the growing importance of storytelling.

Each edition becomes a laboratory of ideas, a space for observation and dialogue that nourishes the future strategies of brands, partners, and visitors alike. An opportunity for retailers to discover and propose newness capable of generating in-store traffic alongside established names.

Towards “EDITO #001” With You?

Shorter in format and already announced, the next edition promises to be a highly anticipated rendezvous for industry professionals. Antoine: Edito, now the official name of the show, must confirm what the first edition initiated: a space where women’s creativity meets business, with no compromise on image or quality.”

For more information about the next edition, taking place from March 5th to 9th, feel free to contact us now at:

contact@theclothette.com

Thank you to our visitors, partners, and brands!

Béton x Ciré (FR) / Chou² (FR) / Dawn x Dare (DK) / Degen (US) / Dubié (US) / Gestuz (DK) / Homecore (FR) / Mimi Hi (US) / O My Bag (NL) / Opera Sport (DK) / O’Tay (DK) / Rita Row (ES) / Stel by Astrid Andersen (DK) / Stella Nova (DK) / Solene (US) / Tabi (DK) / Thinking Mu (ES) / Tomo Clothing (FR)