The actress, who recently split from husband Tom Cruise, wanted to stage something ‘a little more substantial’ than individual showings to buyers to elevate the brand’s standing with retailers.
‘We’ve been very gradual from the beginning, and part of that has been because we’ve wanted to take the time to get to know the business, get to know the right stores—and, most importantly, to get to know the customer and what she needs,’ she told WWD.
Holmes, who founded Holmes & Yang with stylist and friend Yang in 2008, described the brand’s aesthetic as ‘very simple, with very classic lines.’ For their first presentation, the duo will share their new collection with a 125-person audience on Wednesday 12 September.
‘In terms of the presentation versus the show, we felt a presentation was more appropriate for the clothes we sell. It’s a little more our speed in the way we wanted to go about it, and more of a transition for us from meeting privately with buyers in a hotel room to going right to a big show.’