“Now more than ever, brands are expected to be present across multiple markets and moments. With CIFF Paris, we are creating a format that allows for greater continuity and closer collaboration with our community. It’s about meeting brands where they are and truly listening to their needs – looking beyond a single season with us in Copenhagen, and instead focusing on how we build a platform that supports brands across markets, while allowing new formats to take shape as the landscape continues to evolve,” shares Sofie Dolva, Director of CIFF.

CIFF is launching a new Paris presence from the 23^rd to the 28^th of June, introducing a curated showroom concept that will bring together 15 to 20 international brands in a three-storey venue in Le Marais. 

Dolva also shared that the city has long been a priority for both Nordic and international labels during Paris Fashion Week, but that operating independently can be difficult for brands of different sizes. “Standing out, attracting the attention of buyers and ultimately driving footfall to a single-brand showroom during such a competitive period requires both scale and collective pull”, she notes.

The move builds on CIFF’s recent international activations, including recurring participation at Pitti Uomo in Florence under the Scandinavian Manifesto, a showroom partnership with the CFDA during New York Fashion Week and a collaboration planned for Milan with 10 Corso Como.

Organisers plan a targeted invitation strategy to attract relevant buyers across multiple markets, shaped in consultation with the participating brands and complemented by a mix of international and local press.

Alongside the brand presentations, the programme will include curated networking and content formats, from Nordic-themed breakfasts to aperitivo gatherings developed with Copenhagen-based Art of the Refill, as well as special on-location podcast editions created with Fashion Forum.

CIFF also plans a dinner event to mark the first edition, intended to connect participating brands with industry contacts in a more focused setting.