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Selling Avant-garde: How Antwerp Became a Fashion Capital (1990—2002)

Department of Art History, Katholieke Universiteit Leuven, Blijde-Inkomstraat, 21, Leuven 3000, Belgium, javier.gimeno{at}arts.kuleuven.be

During the 1990s, the Belgian city of Antwerp underwent a branding process as a fashion city. This example does not follow the pattern of contemporary fashion cities, which are chiefly based on major trade activity around fashion. Unlike other celebrated fashion capitals (London, Milan, New York or Paris), Antwerp never hosted any Fashion Week. Conversely, Antwerp's status as a fashion capital was created within the logic of organised tourism and mega-cultural events. The intertwining of both public and private networks of influence resulted in fashion's becoming absorbed by the local institutions as Antwerp's most characteristic creative industry.

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