First, let's start with why people release summer clothes in winter. Typically, "Fashion week" refers to women's wear, followed by ready-to-wear, and is held twice a year in one city. For example, Shanghai is releasing spring/summer 2016 women's wear. So you'll see that Paris Fashion Week shows the fall/winter collections in March and the spring/summer collections in October.

First, let's start with why people release summer clothes in winter.

Typically, "Fashion week" refers to women's wear, followed by ready-to-wear (as opposed to bespoke), which takes place twice a year in a city. For example, Shanghai is releasing spring/summer 2016 women's wear.

You must have noticed something odd about releasing spring/summer clothing when autumn is in full swing. Did we make a mistake?

Very simple, we use this way to tell the factory in advance the number of orders. In other words, a model walking down the runway is the beginning of a whole fashion chain: buyers place orders after looking at the designs, factories take time to receive orders and produce, and stores can only schedule the delivery of goods if they know the production cycle. So you'll see that Paris Fashion Week shows the fall/winter collections in March and the spring/summer collections in October.

The four cities that attract the most media coverage are New York, London, Milan and Paris, which are also the "Big Four fashion weeks" that we refer to most often.

But, as Julie Bradford notes in Fashion Journalism, "professional fashion publications also cover places like Shanghai, Copenhagen, Sydney and Sao Paulo." (Julie didn't explain why Shanghai came out on top.) Gemma A. Williams, author of "Fashion China," recently visited Tbilisi, Georgia. At last season's Shanghai Fashion Week, Colin McDowell, founder of the London Fashion Awards Fashion Fringe, singled out New Delhi, India.

Zemira Xu, co-founder of DIA, a designer marketing company, used to work at 10 Cosocomo, a buyer's shop. She believes the success of a fashion week is determined by how many media and buyers it attracts. The former for publicity, the latter for business. However, fashion week in the Internet age has infinitely expanded the hype part, posing as if to compete with the front page of all the news.

Kim and Kim Kardashian alone stole the show

The evaluation criteria of media and buyers can actually be traced back to the history of fashion week. New York Fashion Week began as a way to draw media attention to the country's fashion. Eleanor Lambert, founder of the Council of Fashion Designers of America (CFDA), also launched a competition between five French brands and five American brands, with French brands including YSL, Marc Bohan for Christian Dior, Hubert de Givenchy. Finally, Marc Bohan was seen telling the media: "We feel like idiots when we see American-designed fashion." After that, faith in American design is said to have skyrocketed.

The tradition of the buyer dates back to 19th century Paris. In those days, French clothing stores would hold private fashion shows for their prized customers.

Apart from the press, buyers and fashion professionals, yes, as you can feel - fashion week is not a big deal for most people. Stan Herman, former president of the Council of Fashion Designers of America, called New York fashion events in the 1960s and 1970s "exclusive clubs" and "like lunch for stars and designers." In 2007, the New York Times wrote, "Fashion Week: Closed to the Public."

Does the bigger the fashion week, the more successful it is? There was also controversy within the organizers of New York Fashion Week, when residents around Bryant Park complained that fashion week was taking up public space, which is open to the public and not limited to small groups. Shanghai Fashion Week has also faced such problems in the past when it held shows at Fuxing Park.

So, in this case, in addition to marvel and ridicule, you probably have few opportunities to understand what the four major fashion weeks are really about? Here, let's try to solve this problem.

First of all, because the cities deliberately stagger the time, every season, fashion editors and buyers fly from one city to another, the total is about to see dozens of shows, visit a dozen showrooms, of course, will spend a frantic month.

For mature fashion weeks, at least a quarter of the attendees are buyers. The other largest group is the media. Local media still play a big role, after all, fashion week is not related to the city. Foreign media attention reflects the degree of internationalization, these things are not too surprising.

Even monthly magazines, some of which cover fashion week, often in the hope of pleasing fashion brand advertisers. The same goes for fashion celebrities, whose moments, Weibo, twitter, instagram and Facebook feed are filled with street photos and show-going photos. Half for show, half for dedication. Now brands prefer to ask them to increase their exposure during fashion week.