The fashion calendar continues to be all change: Proenza Schouler is the latest label to rethink where, how and when to show its collections.
Long a high-profile fixture on the New York Fashion Week calendar, the brand's designers Jack McCollough and Lazaro Hernandez will show their main and pre-collections in a single show in Paris instead. And rather than showing during the women's ready-to-wear season in February and September, they'll present during couture in July and January — a precedent set by Vetements last year.
That means the duo will show their work twice a year, instead of the previous four times, and increase their selling period on the shop floor. 'Currently a large percentage of the brand's sales are placed during the pre-collection market with the smaller balance going to the runway delivery, which, in truth, is the heart and soul of the Proenza Schouler brand,' they announced in a statement.
McCollough and Hernandez are the latest in a growing line of designers to rethink how they approach their catwalk show, with New York's fashion week calendar changing as designers try new cities and methods. Rodarte, for example, recently announced plans to take its collection to Paris this season, rather than New York. After which they'll show during couture in January and July along with Proenza Schouler and Vetements. Meanwhile, Tommy Hilfiger leaves New York Fashion Week in order to show its upcoming aw '17 collection in Los Angeles.
Proenza Schouler's aw '17 show will take place in New York next month as originally scheduled. But from that point on, expect the couture season to look a lot busier.
