What happens if two brands hold two shows at the same time?

In the fashion world, the smallest scheduling mishap can take on truly dramatic proportions. One of the trickiest and hottest cases happens when two shows end up elbowing each other out of the way as happened, months ago, at the Ferragamo show that started enormously late because Jil Sander's previous show had been scheduled at a remote location in Milan. But next July things will get more interesting because two fairly important shows are not contiguous but completely overlapping: indeed, Celine and Alaïa have scheduled their respective Paris shows in two different locations (of course) and within half an hour of each other. And, in short, guests will have to choose which show to attend finding themselves embarrassed to prefer one over the other or, worse, to try to attend both. 

To make things tastier is the fact that both shows are separate from the official Paris Fashion Week calendar and neither intends to postpone theirs for obvious organizational issues. In Alaïa's specific case, WWD writes that the location should have required special permits that therefore cannot be changed. With the usual adamantine reserve typical of any fashion entity, however, both Celine and Alaïa and the Fédération de la Haute Couture et de la Mode declined to comment. The fact is that next July 2, fashion insiders will be forced to choose and perhaps the real show will be their dilemma.