Proenza Schouler Will Show Its Cruise Collection In ParisProenza Schouler’s designers Jack McCollough and Lazaro Hernandez won’t be spending the Fourth of July in the States. Instead, they’ll be in Paris to present the brand’s cruise collection, conveniently at the same time and place as haute couture week, Business of Fashion reports.

But don’t expect to see any pictures right away—not even on your phone. The intimate presentation, sponsored by MAC, will strictly ban social media and all photos will be on embargo until the collection hits stores.

With this strategic move—a kind of loophole around the “see now, buy now” movement—the brand is hoping to maximize the exposure on the new collection when it actually becomes available to shop. They utilized the same tactic for Pre-Fall 2016 and even released an accompanying video, and got “100 times the attention” than they would have if they had released the photos prior, Hernandez told BoF.

The presentation in Paris is part of the brand’s efforts to cater to customers and markets outside of the U.S., since currently, half of Proenza Schouler’s revenue is produced abroad. But there’s no need for FOMO if you can’t fly out to France—the collection will make its way back stateside to be viewed through private appointments in New York.

From: Harper’s BAZAAR US