The Petite Fashion Week (PFW), which was launched in September 2016, took to the stage for the second time last week. This time, it was with a prominent kick-off event at the Vienna Ballhaus. Around a dozen brands and boutiques presented their kidswear highlights for the current season.

The event was organised by the PR and event agency Communication Studio, directed by Sonja Ortner. It saw SS17 collections presented by Viennese children’s fashion boutiques, such as Kinderzone, Le Petit Chou, and Kindermodestern, as well as German, French, and other Austrian brands. These included LeStoff, the Munich label Lia Bach, Dohntal, Mayoral, Sunuva Beachwear, Lupussi, Chupeta Paris, and KindsKnopf.

A total of 13 child models took part in the fashion show at the Vienna Ballhaus in front of a selected audience of buyers, agencies, and customers. There was a performance of children’s ballet from the Académie de Danse Vienne, which caused a sensation. The PFW was rounded off by small stands from the participating brands in the Vienna Ballhaus and discount deals from the participating boutiques for the event’s duration.

With the PFW, the organisers in the Austrian capital are seeking to permanently establish a platform for children’s fashion and accessories, as well as beauty products for children and women. Partners include, among others, the Brandboxx Salzburg.

 The goal is to more strongly present national and international designers and brands in the children’s fashion branch together with associated women’s fashion from Vienna and the whole of Austria. Ultimately, the event will be marketed as an interface between industry and retail.

 The focus is mainly on French premium labels. This fits in with the Viennese French Fashion Week, which was first held in 2016 and successfully repeated in March 2017, and with the MQ Vienna Fashion Week, which is also newly established. Combining these activities could do much to promote Vienna as a fashion location. However, the dates of the next events have not yet been set.

Images: Petite Fashion Week