The Georgian fashion label Situationist is set to present its first official Paris Fashion Week show on Tuesday, marking a decade since its founding amid recent investments and regional challenges. Founder Irakli Rusadze's brand, known for architectural tailoring, has secured private funding to expand its operations and introduce new product categories.
Situationist, launched in 2016 by Irakli Rusadze, has built a reputation for bold, handcrafted tailoring and outerwear produced by a team of women artisans in Tbilisi, Georgia. The brand paused shows last season to reorganize and now returns with an on-schedule presentation for Fall/Winter 2026, approved by the Fédération de la Haute Couture et de la Mode after previous off-schedule appearances.
An undisclosed private investor joined at the end of 2025, enabling a business overhaul. This includes funding the Paris show, relaunching e-commerce, investing in marketing and advertising in Georgia, developing bags and shoes, and opening a flagship store in Tbilisi in May alongside the return of Tbilisi Fashion Week after a two-year hiatus due to political unrest.
The unrest stemmed from Georgia's 'foreign agents' bill and an anti-LGBTQ+ propaganda law, sparking protests in 2024 and 2025 that impacted designers and EU candidacy prospects. Despite pandemic effects, war in Ukraine, and retailer collapses like Ssense, Situationist focused on custom orders, including for Beyoncé’s Renaissance tour.
“We’re so ahead of schedule,” said art director Davit Giorgadze. The FW26 collection shifts toward a more commercial full wardrobe, with 'Made in Italy' pieces, expanded knitwear from Nepal manufacturers, and precise construction. “We want it to feel like everyone can be included,” Rusadze noted, featuring items from evening dresses to bomber jackets.
The team, including head of brand Louis Chasserot, has assembled backstage talent like makeup artist Thom Walker and hairstylist Tom Wright. “Building a brand takes patience and resilience,” Rusadze added. The debut aims to secure more wholesale partners amid a challenging climate.
