At a time when the health crisis has caused cities like London, Paris, Milan and New York to cancel their Fashion Weeks or hold them online, news has just come of plans to launch a first ever Fashion Week in Frankfurt, Germany in 2021.

The initiative has been made possible by the collaboration of three major partners: the city of Frankfurt, and two major trade show organizers, Messe Frankfurt and Premium Group.

The city of Frankfurt am Main is aiming to establish itself as a future creative hub with the organization of a Fashion Week in the summer of 2021. The planned series of events will focus on two major challenges for the industry -- digitalization and sustainability -- and will feature a variety of presentation formats.

Runway shows will take pride of place in the new Fashion Week, as is the case in New York, London, Milan and Paris, with the presence of fashion houses as well as emerging brands. The long-term goal is for the city to become "the new hotspot for the international fashion and lifestyle scene," point out the organizers.

A core component of the new Frankfurt Fashion Week will be three leading fashion fairs: Premium, Seek and Neonyt, which is focused on sustainable fashion. Finally, there will also be conferences, with a focus on digitization and responsible fashion, and various events designed to highlight the city's creative scene in the fields of fashion, music, design and art, among others. 

In a year's time the new Fashion Week could be well on its way to establishing a place on the international fashion calendar.