Skip to content
Saturday, 3 October 2026Fashion, style and modelingLTEN
Runway and fashion weeks

Fashion seasons

Also called: spring/summer, autumn/winter

Fashion seasons are the collection cycle: spring/summer (SS) and autumn/winter (AW or FW) collections are shown about six months before they reach stores.

How it works

"SS26" means the spring/summer 2026 collection, shown in autumn 2025. "AW26" or "FW26" is the autumn/winter collection, shown at the start of 2026. The gap lets stores order and have it made.

Between the two main seasons there are in-between collections: resort (or cruise) and pre-fall. They matter more and more because they stay in stores longer.

For a model the seasons are a work calendar: waves of castings before fashion weeks, catalogue and e-commerce shoots before the products arrive in stores, campaigns at the start of the season.

In practice

In February a model walks autumn/winter shows in Milan, in May she shoots the same clothes for a catalogue in a hot studio wearing coats, and in September, when the collection reaches stores, the campaign comes out. One season gives her three different jobs.

What to watch for

  • Plan a trip to a market around fashion week dates.
  • Winter collections are shot in summer: be ready for coats in the heat.
  • Watch for campaign launches at the start of a season: they are your tearsheets.

Related terms

Runway and fashion weeksFashion weekA fashion week is a period of several days in which fashion houses in one city present new collections in shows; the main ones are in New York, London, Milan and Paris.Runway and fashion weeksResort collectionIn-between collections, resort (also called cruise) and pre-fall, are the collections fashion houses release between the two main seasons; they stay in stores the longest.Runway and fashion weeksReady-to-wearReady-to-wear, or prêt-à-porter, is designer clothing made in standard sizes and sold in stores; these are the collections shown at the main fashion weeks.Runway and fashion weeksHaute coutureHaute couture is handmade, made-to-measure high fashion; in France the name is protected and granted only to houses that meet strict requirements.Types of work and modelsCampaignA campaign is a brand's seasonal advertising: pictures and video used in stores, online, in magazines and on billboards.
Questions and answers

Frequently asked

01What do SS and AW mean?

SS is spring/summer, AW is autumn/winter; Americans more often write FW, fall/winter.

02Why are collections shown six months early?

So store buyers can order and manufacturers can produce the goods before the season starts.

Read more

The Jurgita letter

New stories, model castings and fashion week news in one e-mail.

28,955 followers on Facebook

Cookies

We use essential cookies to run the platform. Analytics and marketing cookies are only turned on once you consent — you can change your choice at any time.