A fashion week is a fashion industry event, lasting approximately one week, where fashion designers, brands or "houses" display their latest collections in runway fashion shows to buyers and the media. These events influence the upcoming fashion trends for the current and approaching seasons. The most prominent fashion weeks are held in the fashion capitals of the world— in chronological order, New York (Manhattan), London, Milan, and Paris, or the "Big Four", with exquisite fashion heritage, structured organization, and the most vaunted fashion designers of the last century, the four cities considered the main fashion capitals of the 21st century, and which receive the majority of press coverage. During 2010s, fashion globalization contributed significantly to the rise of non-traditional fashion cities to significant relevance in the fashion calendar, in addition to the Big Four, other notable fashion weeks are held in Berlin, Madrid, Shanghai, São Paulo and Tokyo. History One of history's first signs of a fashion week, or seasonal collection, can be traced back to fashion designer Charles Frederick Worth. The concept of the fashion week began in Paris, when marketers used to hire women to wear couture items in public places, from racetracks to beauty salons. These parades gradually became social events of their own. In France, runway shows are still called "défilés de mode" which when translated literally means "fashion parades." A style show is an occasion placed on by a style planner to exhibit their forthcoming line of dress as well as embellishments during Fashion Week. Style shows debut each season, especially the Spring/Summer and Fall/Winter seasons. In 1903, a Manhattan shop called Ehrich Brothers put on what is thought to have been the country's first fashion show to lure middle-class women into the store. By 1910, many big department stores were holding shows of their own. It is likely that American retailers saw the "fashion parades" in couture salons, and decided to use the idea. These "parades" were an effective way to promote stores, and improve their status. By the 1920s, the fashion show had been used by retailers across the country. They were staged, and often held in the shop's restaurant during lunch or teatime. These shows were usually more theatrical than those of today, heavily based upon a single theme, and accompanied with a narrative commentary. The shows were hugely popular, enticing crowds in their thousands – crowds so large, that stores in