Six fashion brands from elsewhere spotted at trade shows in Paris

Clothingathleisure refined, cocooning alpaca knits, changing room streetwear made with ancestral techniques, pieces cut from innovative materials… here is a selection of foreign brands present at the Who’s Next show at the beginning of September, as well as on Première Classe and Tranoï during Paris Fashion Week, a fashion meeting unmissable in the French capital.

TJWHO redefines the sartorial wardrobe with a contemporary touch

The founder of the Nigerian fashion label TJWHO twists the classic codes of tailoring with a unisex touch, drawing on his past as an architect and the textile know-how of his Yoruba culture (very present in West Africa).

The ​LagosXParis program celebrating Nigerian fashion highlighted at the Who’s Next show, then on Première Classe, during Paris Fashion Week, a curation of cutting-edge brands such as Lagos Space Program (winner of the LVMH and Woolmark prizes) and TJWHO. The latter, positioned in a creative and high-end niche, was founded in Lagos in 2018 by stylist Taju Ibrahim, who reinvents the sartorial wardrobe with a twist of modern elegance. On the menu: striped “noragi”-style quilted vests (605 euros), asymmetrical light gray blazers (510 euros), pleated indigo denim skorts (250 euros), “origami” pants and trench coats with removable sleeves …

UCF explores ancestral Japanese textile techniques

Also present at Première Classe in the Carrousel du Louvre, the Japanese label UCF has been working on traditional techniques on innovative fabrics for ten years.

Passionate about innovation, the unisex brand UCF was created by the collective of young designers UEDA Fashion Laboratory Japan in 2014. With a touch of impertinence, its team of budding stylists designs functional pieces with stylish streetwear, by working with innovative fabrics and revisiting the know-how of the Japanese peninsula. The Osaka-based label notably offers bomber jackets with a black and white print made on washi (Japanese paper) dried on the windy slopes of Mount Fuji, loose white jackets and pants in cotton and recycled polyester featuring picots made with the shibori technique (which dates from the 7th century).

Dhaari’s poetic hand-embroidered dresses

At the Tranoï salon, the Indian house Dhaari, founded by fashion designer Deepika Aggarwal, markets vaporous dresses, contemporary kurtas and very romantic feminine tunics.

Based in Delhi, the young brand Dhaari, which was launched in 2018, discovered Tranoï just before the Covid pandemic and returned this season to Paris, for the third time at the show, to present its spring collection. summer 2025 called “Mosaic fusion”. Distributed to e-tailers and around twenty physical retailers around the world, it notably designs dresses featuring beaded embroidery imitating computer pixels and handcrafted crochet details, tunics with ruffled edges or even loose blazers with printed flowers and buds (made using the traditional block print technique).

Latierra and its cocooning alpaca knits

The Canadian brand Latierra (“the earth” in Spanish), founded by the duo of sisters Christina and Susana Chi, exhibited its cocooning alpaca wool knits made in Peru, at the Première Classe show for the second time.

For the moment, the accessible luxury brand is distributed in around sixty international retailers, notably in Switzerland, Germany and Belgium, and by being present during Paris Fashion Week, Latierra has actively worked on its establishment in France and in the rest of Europe. The brand – based in Toronto since 2015 – presented French and international buyers with a cutting-edge feminine wardrobe of around fifteen pieces including cardigans oversize caramel-colored (640 euros), and others in kimono style with a wide belt, chocolate cardigans in brushed baby alpaca wool (marketed at 390 euros), off-white or mouse gray turtleneck sweaters, and, on the accessories side, scarves, throws for the home and cute alpaca stuffed animals for children (60 euros).

The Koozy focuses on comfort with its “wellness” locker room

At the Who’s Next show (its first show wholesale), the Spanish label The Koozy presented pieces fromathleisure with a refined style in order to attract French, Anglo-Saxon and Scandinavian resellers, markets where it already achieves good scores via digital.

The young brand ofactivewear Madrid, founded in 2021, relies with its wardrobe on short-circuit manufacturing in Portugal for its clothes made from materials chosen for their breathable, antiallergic, antibacterial and shaping properties. The brand launched by self-taught fashion designer Irina Kuznetsova sells its burgundy bodysuits (85 euros), its performance bras in lyocell and organic cotton (38 euros) and its jet black cycling shorts on its website. In addition to this offer wellnessThe Koozy also wants to develop a maternity and children’s line in the near future.

Late For Work offers bold unisex fashion

In the Canex pavilion at the Tranoï show, dedicated to African fashion creation, the young Moroccan designer Youssef Drissi presented his brand Late For Work for the first time.

Winner of the Fima prize for best young designer in Africa in 2018, the young graduate who studied at the Casa Mode Academy school in Casablanca launched his unisex label the following year with the leitmotif of deconstructing the codes of tailoring male. His brand, humorously named Late For Work, revisits “the office wardrobe with an offbeat and undisciplined touch”. Sold at five high-end multi-brands in the Middle East, it offers candy pink t-shirts flocked with the rhinestone words “I love my job”, striped shirt dresses with an XXL pussy-bow collar made with tied sleeves (sold for 220 euros) or even loose-cut androgynous culotte shorts made with upcycled ties.