The 20th edition of the Who’s Next tradeshow in Paris in the Parc des Expositions de la Porte de Versailles was held under the motto ‘2035 for the next 20 years’. Photographer Alexis Pazoumian and the Parisian agency Cordialement devised the visual communication campaign for this edition’s show, referencing to the cult film ‘Back to the Future’.

New for this edition was the rearrangement of the brand areas into clearly visible sectors. The five different sectors (Private, Trendy, Urban, Studio, and Fame) were marked in different colors so that it was easier for visitors to find their way through the different halls. Even if this rearrangement was an improvement at first glance, some brands and visitors claimed that the constant restructuring of the Who’s Next could also lead to confusion, since the halls and brands are not always at the same place.

Claus Lyngholm Sørensen, international sales manager, of Danish label Minimum was satisfied with the first day at the tradeshow. “We are pleased with the outcome so far. We were at Pitti Uomo before and got a very strong feedback from there. We have decided not to take part at Bread & Butter this time also because we couldn’t imagine how to show the range of our collection. We are curious about the summer edition of B&B but haven’t made any plans yet if we take part or not.”

Even if some halls were quite crowded like the Urban and Trend area, the crush of visitors weakened around the early afternoon. Especially in the Fame hall a lot of booth stands were empty. Some exhibitors were concerned that visitors from outside of France would avoid the city because of the recent attacks in Paris. But despite this fear one could spot buyers and fashion insiders from Japan, the USA, Spain, Italy and of course France.

In terms of fashion three major trends could be spotted:
  1. Sportswear inspired looks in black and white from brands like Eleven Paris, Happiness, Minimum and Vicolo.
  2. Printed sweaters from brands like Nasty Habit, Aloha from deer or easy2dress.
  3. 80`s inspired denim wash from brands like WAS or Nasty Habit.

Visual campaign for this edition, referencing to the cult film ‘Back to the Future'
Visual campaign for this edition, referencing to the cult film ‘Back to the Future'