In a move that seems to be becoming something of a trend, Tom Ford has announced plans to present his autumn/winter 2016 menswear and womenswear collections in early September, to coincide with the delivery of the clothes in stores.
In the current fashion-week format, designers show their collections around six months earlier; the majority of the autumn/winter 2016 shows will be taking place later this month. Burberry’s Christopher Bailey announced a similar move this morning, radically confirming that the brand would no longer be producing the traditional spring/summer and autumn/winter shows, but instead more commercially viable ‘February’ and ‘September’ collections, which would be available to purchase that same day.
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“In a world that has become increasingly immediate, the current way of showing a collection four months before it is available to customers is an antiquated idea and one that no longer makes sense,” said Ford. “We have been living with a fashion calendar and system that is from another era. Our customers today want a collection that is immediately available. Fashion shows and the traditional fashion calendar, as we know them, no longer work in the way that they once did. We spend an enormous amount of money and energy to stage an event that creates excitement too far in advance of when the collection is available to the consumer. Showing the collection as it arrives in stores will remedy this, and allow the excitement that is created by a show or event to drive sales and satisfy our customers’ increasing desire to have their clothes as they are ready to wear them.”
Ford has been experimenting with different show formats recently, pulling out of his once-regular London Fashion Week slot in order to host a show in Los Angeles (right before the Oscars), and showcasing his spring/summer 2016 collection via a virtual catwalk starring Lady Gaga.
From: Harper’s BAZAAR UK