In the era of digital innovation, we are witnessing the emergence of new fashion tech hubs that revolutionise the apparel through digital innovation. Thanks to the internet and social media, this exclusive creative industry seems to live through the process of democratisation. Today, the voice of streets dictates trends for haute couture and prêt-à-porter. This change puts under question the entire structure of the fashion industry and the legitimacy of current fashion capitals as international trendsetters. What will be the role of the historical fashion capitals in this digitized era?