Another week, another New York Fashion Week calendar dropout: This morning, American brand Proenza Schouler announced some major changes to its forthcoming collections schedule in the form of a change of country and yearly timing. As of July 2017, it will align with the couture calendar in Paris and show its main and pre-collections together twice a year.
In a statement, the brand said that the move comes following a period of careful consideration from designers Jack McCollough and Lazaro Hernandez and is part of a wider strategy to adopt “a business model more aligned to the realities of commerce today.” It added that in lieu of its first fragrance launch with L’Oreal in 2018, making Paris its central home would allow for a more seamless development of Proenza Schouler’s international presence.
The news follows a slew of designers exiting New York Fashion Week in order to experiment with alternate show methods. Last week, Rodarte confirmed plans similar to Proenza’s, taking its business to Paris, and Tommy Hilfiger revealed in December that it will show its next see-now, buy-now collection for Fall 2017 in Los Angeles.
Proenza Schouler’s New York Fashion Week show for Fall 2017 will take place as originally planned on February 13th.END
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createdAt:Thu, 23 Mar 2017 19:33:37 +0000