Situationist: Paris Fashion Week & Georgia’s Rising Design Scene
Paris Fashion Week is poised to welcome Situationist, the Georgian label founded by Irakli Rusadze, with its first official show on . After presenting in Paris since 2021, including off-schedule showings and presentations, the brand is now firmly on the calendar for Fall/Winter 2026, a milestone secured thanks to a recent influx of private investment.
The journey to this point hasn’t been without its challenges. Rusadze, who honed his skills learning from local artisans rather than attending formal fashion school, launched Situationist in 2016. The brand quickly gained recognition for its striking, architectural designs and expertly crafted outerwear, produced by an all-female team of artisans. By 2018, Situationist had already dressed Bella Hadid and begun building relationships with major retailers like Net-a-Porter and Ssense, earning a debut review in Vogue Runway.
Although, the momentum faced significant headwinds. As Rusadze recalls, the intervening years brought a cascade of unforeseen events – the COVID-19 pandemic, escalating political unrest in Georgia, the war in Ukraine, and the financial instability of several key multi-brand retailers. These factors collectively slowed the brand’s progress, forcing a pause last season to regroup, and strategize.
Now, with a new investor onboard at the finish of 2025, Situationist is entering a new era. The investment is fueling a comprehensive revamp of the business, from funding show to relaunching the brand’s e-commerce site. Rusadze too plans to expand marketing efforts, including out-of-home advertising within Georgia, and diversify the product line with the introduction of bags and shoes. A flagship store in Tbilisi is also in the works, slated to open in May, coinciding with the return of Tbilisi Fashion Week.
The revitalization of Tbilisi Fashion Week itself is a significant development, particularly given the recent political climate in Georgia. The event was paused for two years following widespread protests sparked by a controversial “foreign agents” bill introduced by the ruling Georgian Dream party. This legislation requires NGOs and media outlets receiving foreign funding to register as foreign agents, potentially leading to audits and closures. A subsequent anti-LGBTQ+ propaganda bill passed in 2024 further fueled unrest, with protests continuing throughout 2024 and 2025, often met with forceful responses from authorities.
Despite these challenges, the Georgian fashion community has remained resilient. Designers regularly participated in protests, demonstrating their commitment to freedom of expression and democratic values. The situation has also been viewed in the context of Georgia’s aspirations to join the European Union, a goal that could offer economic benefits like reduced shipping and import costs. However, the EU has cautioned that the passage of the aforementioned bills could jeopardize Georgia’s candidacy.
The Fall/Winter 2025-26 collection, as previewed by Fashion Week Online, is described as a “statement of resilience.” Creative direction is a collaborative effort, led by the Situationist Collective with Irakli Rusadze as Head of Design. Styling and casting are handled by Dogi, while Davit Giorgadze oversees art and image direction. The presentation will feature makeup by Yadim Carranza and hair by Dushan Petrovich. The collection itself focuses on luxurious textures – structured leather, cashmere, wool, cotton, and knitwear – balanced with faux fur and sharp tailoring. The color palette incorporates deep reds, baby blues, and neutral tones. Accessories, including leather footwear with commanding heels, sculptural bags, and statement jewelry, are taking a more prominent role.
Rusadze’s approach to design has consistently been marked by a willingness to engage with political and cultural issues. Unlike many designers who maintain a more neutral stance, Situationist has often used its collections to express its values and make bold statements. This commitment to authenticity, combined with the brand’s dedication to craftsmanship and its unique Georgian heritage, has positioned it as a rising star in the international fashion landscape. The show on represents not just a return to the official Paris Fashion Week schedule, but a powerful affirmation of creativity and resilience in the face of adversity.
The event is being held as part of the ANDAM x RUN initiative, further highlighting the support and recognition Situationist is receiving within the industry. As the brand prepares to unveil its latest collection, it carries with it the weight of a nation’s struggles and the hope for a more stable and inclusive future.