INSIDE THE FASHION INDUSTRY – Fashion Week as a Community Stage for Emerging Designers

In today’s fashion landscape, “community” is more than a buzzword - it is a lifeline! Vogue Business’s recent article What does community mean in 2025? highlights how brands are moving away from measuring success by follower counts and instead focusing on building meaningful, engaged networks of supporters. For emerging designers, who often lack the massive PR budgets or front-row celebrity guest lists of established houses, this shift is an opportunity to stand out on their own terms.

This conversation is especially urgent now, as fashion weeks unfold across New York, London, Milan, and Paris. As we know, these events dominate the global fashion calendar, capturing the attention of buyers, editors, influencers, and consumers. But the truth is, a runway slot isn’t the only path to visibility. As I always mention to my clients, emerging designers, activating your community through smaller, non-traditional events can be just as effective - sometimes even more so!

Fashion Week as a Community Moment

Fashion weeks are no longer defined exclusively by catwalk shows. They have become cultural hubs where conversations about style, identity, and creativity converge. For smaller brands, creating touchpoints during these weeks, even without a traditional runway, ensures participation in the dialogue. Fleur du Mal’s intimate pyjama party in the Hamptons and Free People’s cultural “EV Salon” gatherings are strong case studies of how a community-driven approach resonates with audiences and generates significant buzz. These examples prove that visibility can come from creativity and connection, not just scale.

When Community Opens Doors: Real-World Examples

• Telfar built his reputation not by following the traditional runway model but by hosting community-centric events like Telfar TV and intimate product drops. His consistent focus on accessibility and community eventually led to international acclaim and major retail partnerships with Gap (Vogue, New York Post).

  
  

• Collina Strada, led by Hillary Taymour, has long incorporated performance and activism into intimate shows and gatherings. For example, her SS25 “Touch Grass” show staged in an East Village cemetery blurred fashion and performance, attracting wide press coverage including Vogue and Hypebae (New York Post, Vogue, Hypebae).

  
  

• Pyer Moss, under Kerby Jean-Raymond, first gained recognition through smaller-scale, community-focused presentations that mixed fashion with social commentary. These unique experiences generated headlines and helped secure partnerships with Reebok.

  
  

• Even Marine Serre, now a globally recognized name, began with small-scale presentations in Paris that showcased her distinctive vision to a select community of press and buyers, laying the foundation for her international success (Vogue).

Each of these designers demonstrates how creating a space for community during fashion week, even on a small budget, can translate into long-term growth. Press outlets are increasingly drawn to stories of authenticity and intimacy, while buyers want to feel personally connected to a brand’s DNA.

Strategies for Emerging Designers

1. Host Intimate Previews: Invite buyers, stylists, and supporters to a private showroom, cocktail gathering, or even a gallery-style presentation.

   
   

2. Leverage Local Partnerships: Collaborating with a café, concept store, or cultural hub can anchor your event in the local creative scene.

   
   

3. Create an Experience, Not Just a Show: Whether it’s a styling workshop, panel discussion, or casual happy hour, ensure your audience leaves with both an experience and a story worth sharing.

   
   

4. Make it Shareable: Small events thrive on amplification. Ensure there are Instagrammable moments, behind-the-scenes storytelling, or interactive elements that your community can share.

   
   

5. Follow Up: A community event is not the end of the relationship, it’s the beginning! Send a thank-you note, share photos from the event, or highlight your community members in your content to keep the conversation alive.

Why This Matters for Your Brand

Community-driven strategies allow emerging designers to be seen, heard, and remembered during fashion week - even without the traditional spotlight. In an industry where press coverage and buyer interest can make (or break) a collection, small-scale community events provide the authenticity and intimacy that larger brands often can’t replicate. A strong, loyal community is not only your best audience but also your best marketing channel!

I have worked with many emerging designers and helped them build tailored business plans that prioritize strategies like community-building for long-term success. If you are ready to strengthen your brand’s visibility and growth, schedule a free strategy call with me through the link below:

Book your strategy call here