A new fast-fashion fair will take place on the Docks of Paris and directly after Bread & butter.

Prêt-à-Porter is launching next season a new fair called Before by July, a preview of collections by reference brands. The new fair will take place from Jul. 5-7 shortly after the fashion fairs in Berlin. And instead of holding the exhibition at Pavillon 4 at the Parc des Expositions, where the main-fair Prêt-à-Porter is situated, organizers have changed its location to the Docks of Paris at the northern gates of the city (93210 La Plaine Saint-Denis).

The fair is pitching itself as an answer to “ultra fast fashion,” showing not only the newest trends for S/S 2010, but also offering limited edition products for Winter 2009-10. One hundred and fifty brands are expected and more than 40 have already responded positively to the show, including Le Fée Maraboutée, Créa Concept, Attitude, Halu, Fashion New York, Piu & Piu and Dige Designs.

As Jean-Pierre Mocho, President of La Fédération Française du Prêt-à-Porter Feminin, explains, the fair is a response to the demand for a more personalized process of doing business by multilabel retailers and offers a preview for established brands that want to be active from the moment they launch their collections.

For the first edition, Before by July will celebrate the 40th anniversary of Woodstock and organize meetings with experts and market trend specialists.

—Text and photo by Barbara Markert