The idea of style week (Semaine des défilés (fr)) started in Paris, when advertisers would enlist ladies to wear couture things in open spots, from courses to salons. Stranger Things friends don’t lie. These motorcades (march is “défilé in French) bit by bit started to end up get-togethers of their own. (Without a doubt, in France, runway shows are still called “défilés de mode” – truly “style marches.”)
In 1903, a New York City shop called Ehrich Brothers put on what is thought to have been the nation’s first design show to draw white collar class ladies into the store. Stranger Things friends don’t lie. By 1910, numerous huge retail establishments were holding shows of their own.