As the fashion world stirs ahead of early October’s Paris Fashion Week, a new trade show is about to make its debut.

Launched by the ready-to-wear sales agency The Clothette, Clothette Edito will open its doors from September 29 to October 6 at 339 Rue Saint-Martin (3rd arrondissement of Paris). Around 20 French and international brands will gather in the 350-square-meter space, presenting a curated line-up devoted entirely to women’s wear.

For several years, the team at The Clothette had wanted to create an event of this kind. While the showroom is primarily focused on menswear and lifestyle, the new Clothette Edito trade show enables the agency to enter the womenswear market. Members of The Clothette team are expecting buyers from all over the world for the opening of their Fashion Week trade show, where they will showcase each of the brands on display.

Among them are the Danish labels Stella Nova, Stel, DawnxDare, Gestuz, and Opéra Sport; the American brand Degen; the Spanish labels Thinking Mu and Rita Row; Argentine shoemaker Dubié; as well as the French brands Solène, Chou², and Béton Ciré. “These are not designer labels; they have a primarily commercial profile,” explains Antoine Leneuf, the agency’s CEO and majority shareholder. “It’s a selection of slightly more contemporary brands, with price points a little higher than what we’re used to.”

Positioned to become a recurring fixture on the Paris trade show calendar, Clothette Edito is set to return during every edition of Paris Fashion Week in the French capital, in both October and March. “The objective,” says Antoine Leneuf, CEO of The Clothette, “is to grow it.”

French department stores and numerous multi-brand retailers are expected to attend, navigating the dense fashion jungle at the height of Fashion Week. Nevertheless, according to its CEO, Clothette Edito has what it takes to stand out. “We’re more textile-led than Première Classe, and our brands are more contemporary and commercial than those at Tranoï. We’re closer to Woman,” says Antoine Leneuf.

The event aims to establish itself beyond the showroom’s traditional remit; moreover, the brands presented at Clothette Edito are not intended to be part of The Clothette showroom. Taken over by its three sales managers a year ago, the agency now represents 25 brands. This cap will not be exceeded, assures Antoine Leneuf, who joined the company eight years ago, when The Clothette – then run by founder Christine Lancereau – had only 11 brands.