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Snobettes Q&A With Antoine Floch Of WOMAN Tradeshows

26 September 2012, 15.11 | Posted in Fashion, Fashion Week, Trade Show, photography | No comments »

 Snobettes Q&A With Antoine Floch Of WOMAN Tradeshows

 Snobettes Q&A With Antoine Floch Of WOMAN Tradeshows

L-R: Romain Bernardie James, Antoine Floch, Olivier Migda

As a tradeshow dedicated to men that are interested in small but qualitatively high brands, MAN hitted acceptance during the men’s fashion weeks and men’s market weeks in New York this year. With WOMAN, the team behind MAN now debuts the tradeshow with a selection of womens brands, looking to bring something different to a crowded market and working on the basis of Quality before Quantity. A select line-up of brands including YMC, Steve Mono, Waiting For The Sun and Fred Perry Laurel Wreath will show at the first WOMAN during Paris Fahion Week. Antoine Floch, who created MAN and WOMAN together with ‘The Imaginers’ owner and director Romain Bernardie-James and Olivier Migda, takes time out to tell us a little about this new challenge to set up a womens tradeshow, the Paris womenswear scene and working with creative agency Les Imaginers.

Read the interview at the click.

How do you feel a few days before the first WOMAN starts?

Feeling good. Always some last minute details but I am looking forward to the show.

What inspired you to start a tradeshow and how came the idea of setting up WOMAN?
In October, I left Surface to Air where I was running the tradeshow Rendez Vous for 3 years. Few days after I decided to create MAN with my two friends Romain Bernardie James and Olivier Migda from the agency The Imaginers. We have a compagny together for MAN and now WOMAN. The idea behind WOMAN is the same as the one behind MAN : doing a small but curated show with brands and designers that we think are representative of what women’s contemporary fashion is today. We want to keep it small and grow it slowly
so we can have time for services around the show but most importantly communicating to the right buyers and press.

What challenges did you have to face comparing MAN and WOMAN?
Women’s fashion is a different world from men’s fashion. Paris already has a lot of tradeshows and presentations during women’s fashion week but we have great brands showing with us, a good communication and it is our first season. No excuses to not come and check out WOMAN!

Your whole team consists of men. I can imagine that all brands that were showing at MAN are brands that you’re familar with. How did you chose the brands that will show at WOMAN this year?
Yes, the team consists of men and a jack russel. Some of the brands showing at MAN are following us at WOMAN. The other brands are brands I’ve been looking at for a while now and some of them are friends or people I’ve been working with in the past.

Tell us a little bit more about the brands that will be showing in Paris? Are there any you are particularly excited about?
We will have different kinds of brands and designers. From YMC, Folk or Studio Nicholson with their contemporary english identities to the New York designer Rachel Comey, accessories lines. I like Steve Mono from Spain or Good Guys with their vegetarian shoes.

How would you describe the womenswear scene in Paris?
It is a bit difficult to explain the womenswear scene in Paris in a sentence but I can say that Paris is and will stay one of, if not , the city for fashion and especially women’s fashion. So many different cultures, so many different styles.

Which stores and places would you recommend people to visit in the city especially during fashion week?
Le Bon Marche turns 160 years old this week so I think it is a good place to go and check the collaborations they did with many designers to celebrate the anniversary.

Can you tell us about the imagery you used to introduce WOMAN?
The imagery we used was created and shot by my business partner Romain Bernardie James in collaboration with Uslu Airlines.

And what role did The Imaginers play in organizing the show?
The Imaginers is the creative project handled by Romain and Oliver focused on advertising and events for clients such as Diesel, French Ministry of Culture, Renault or even Hermes. As they just came back from Shanghai for the set up and opening of the new Hermes flagship.

Can you tell us something about the venue, Bastille Design Center?
The Bastille Design Center is located a few minutes away from Le Marais district. It used to be a hardware warehouse. Sometimes when you find a place like this, you realize that Paris is full of surprises even if you were (are) born and raised here.


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