Paris Fashion Air: A New Kind of Paris Fashion Week Experience
If you thought Paris Fashion Week was just about the big-name maisons, think again. Paris Fashion Air (PFA) @parisfashionair has turned the City of Light into an exciting playground for up-and-coming and established international designers. Now in its fourth season, this one-of-a-kind multi-brand show transforms the usual runway chaos into something more immersive—like walking into a mini fashion festival where every detail, from the venue to the music, tells a vivid story.
The Brands & Designers: A Global Gathering
PFA has been a launching pad for talents from all over the world, like Dana AlMulla (Qatar), Elfidas Atelier (USA), Sheila Vicens (USA), Kateryna Olek (Mexico), Maison Vemian (USA), VAL by Valeria Croatto (Italy), The Muse (Armenia), and IHF Atelier (Vietnam)—all introduced by visionary designer and organizer Veronika Jeanvie(France). If these names are new to you, don’t worry: that’s half the fun. Each label offered fresh perspectives, bold cuts, and (thankfully) zero bland moments.
- Dana AlMulla @danaalmullaofficial : “Voice of Change,” her Fall/Winter 2025 lineup, celebrates women’s journey from tradition to leadership. Think elegant silhouettes that whisper empowerment.
- Elfidas Atelier @elfidaartinoff: A time-traveling hat extravaganza. We’re talking flamboyant headpieces reminiscent of a bygone era, but reimagined with modern pizzazz.
- Sheila Vicens @sheiladvicens: Upcycling genius. She reworks old garments into high-fashion statements—sustainability has never looked so chic.
- Kateryna Olek @katerynaolek_atelier: Dreamy wedding gowns. If you crave drama and romance, her designs promise breathtaking trains and delicate lace.
- Maison Vemian @maison.vemian: Red-carpet-ready pieces fit for the Oscars. It’s basically the brand your favorite star would wear for that big Hollywood moment.
- VAL by Valeria Croatto @vale.croatto: Italian craftsmanship at its finest. Artisanship seeps into every stitch, capturing that “la dolce vita” vibe.
- The Muse @themusefashion: Luxurious leather creations studded with crystals, bridging tough-girl edge and black-tie flair.
- Veronika Jeanvie @veronika_jeanvie: The brains behind PFA. Inspired by poetry, her range swung from romantic frills to dramatic flair in a heartbeat.
- IHF Atelier @ihf.atelier: Closed the show with a flurry of 35 couture gowns, each one more elaborate than the last.
Runway Show & Collection Highlights
The new venue this season was La Maison Marois, which brought a posh, quintessentially French atmosphere. Imagine stepping into ornate rooms with gilded walls—no large garden, but an instant “wow” factor once you see the runway setup. Over 1,500 guests attended, a testament to how quickly PFA has grown in popularity.
A few memorable moments:
- Celeb Sightings: Past seasons featured major stars like Heart Evangelista and Barbara (Victoria’s Secret model). This time, we saw a similarly glamorous crowd soaking in the show’s creative energy.
- Visual Spectacles: Each brand gave a mini spectacle of its own—like Elfidas Atelier’s dramatic hats or The Muse’s sparkling leather coats that caught every flash of light.
- Art Exhibition: Because it’s not just about clothes. Part of PFA’s charm is its ability to fuse fashion with art, offering a more holistic cultural experience.
When diverse designers come together, sparks of creativity light up Paris.
Paris Fashion Air: The Show Organizer
Veronika Jeanvie, a designer in her own right, founded Paris Fashion Air to break away from the usual runway routine. With a network of global experts and creative directors like Katerina Frumina (La Magnétique), PFA orchestrates events that feel more like full-blown experiences than stuffy catwalks. The focus isn’t purely on garments—it’s about telling the designers’ stories, bridging cultural gaps, and making sure every brand can shine under the Parisian spotlight.
In just four seasons, PFA has become a must-see for those seeking fresh global talent, striking a balance between style spectacle and intimate, meaningful storytelling. And if the current momentum continues, we can expect an even bigger and bolder show next time around.
My Personal Take
I’ve been around enough “official” Paris Fashion Week shows to recognize that sometimes the real magic is happening outside the main schedule. Paris Fashion Air is proof. Each brand brought authentic energy—no half-hearted attempts or filler looks. Dana AlMulla’s empowering collection was a standout, and I still can’t shake the vision of Elfidas Atelier’s hats. If you ask me, it’s about time hats made a major comeback.
Plus, the variety of aesthetics (from upcycled street-chic to jaw-dropping bridal) meant there was something for everyone. The vibe was a refreshing alternative to the often predictable big-brand runways. Consider me a PFA convert; I’m already saving the date for next season.
The future of fashion isn’t local; it’s global—and it’s at Paris Fashion Air.
