Tranoi Bows in New York

Tranoi, the long-running Paris trade show that means “between us” in Italian, last month held its first New York edition with 80 exhibitors. That’s a fraction of the 1,000 brands its Parisian older sister boasts, but Tranoi’s artistic director Armand Hadida isn’t worried, saying the New York show will grow organically. Pointing to Tranoi’s long 20,000-square-foot space in the former Tunnel night club on 11th Avenue, Hadida said, “We need to keep this human size.” “The purpose must remain elevated,” he said. “In Paris, we have a long waiting list. We’re very selective. The brands are very edgy.” As in Paris, Tranoi’s team in New York vets prospective exhibitors, taking into account a brand’s price point, distribution and image. Tranoi’s development outside Paris was in part facilitated by a new investment in the company last summer. Hadida advises brands to stay away from displaying full collections, coaching them instead to “show a summary that’s more captivating. We propose that designers not bring all their goods. At Tranoi you don’t have to show 100 pieces. We are looking for new reflections to give to buyers because buyers today are a little lost.” Tranoi was founded in 1993. When Hadida took the reins 12 years ago, the

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