Positioning a brand on the official Paris Fashion Week calendar requires more than creativity - it also demands strong operational and logistical capabilities, according to Irakli Rusadze, co-founder and creative director of Georgian fashion label SITUATIONIST.
Rusadze said competing alongside global luxury brands is especially challenging for companies from smaller markets like Georgia, where the fashion industry is still developing. He credited Mercedes-Benz Fashion Week Tbilisi and the international success of Georgian designer Demna Gvasalia with helping raise global interest in Georgian fashion.
He noted that sourcing premium fabrics, producing high-quality garments, and finding skilled workers remain major challenges, as most materials must be imported from countries such as Italy and Japan. High international shipping costs have also been a hurdle for brands selling abroad.
Despite these challenges, SITUATIONIST is continuing its expansion by opening its first flagship store in Tbilisi, growing its production team, and preparing to present its Spring/Summer 2027 collection at Paris Fashion Week later this year.
