Proenza Schouler is leaving the traditional New York Fashion Week for the bi-annual Haute Couture Show.
Proenza Schouler, the New York City-based label, is leaving New York’s Fashion Week. The fashion house will leave the NYFW after the final runway show scheduled for February 13.
There is something with the New York Fashion Week that makes more and more fashion brands apt to leave it. Proenza Schouler is joining the growing list of the fashion houses who are leaving New York Fashion Week. Some of those labels include Hood By Air, Rebecca Minkoff, Opening Ceremony, Rachel Comey and Tommy Hilfiger. These labels have been absent from New York Fashion Week since this season. They are showing their collections in Los Angeles instead.
In a new press release on Monday, Proenza Schouler announced that the fashion house will leave the New York Fashion Week. Starting with Spring 2018 collection, Proenza Schouler is ditching NYFW for the Haute Couture show in Paris.
“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. This shift in strategy will ensure that Proenza Schouler’s runway collection, including both ready-to-wear and accessories, will be the focus of buys and will deliver to stores earlier, thus giving them a longer life at retail. The collection will be divided into monthly deliveries each representing key groups from the show. This move to Paris will aid in achieving the company’s short and long-term goals, and enable the organization to function in a way that is more aligned with the demands of the industry today.“ read a new release from the NYC fashion label.
The next show will be presented in Paris, within Haute Couture Week in July this year. Proenza Schouler is combining the ready-to-wear and pre-collections to show off in one presentation. This will be presented in July and January, starting with the season Spring/Summer 2018.
The fashion house said that this way, more value will be put back on the runway collections, which are the “heart and soul of the Proenza Schouler brand” and will give these collections a longer life.
The rise of inter-seasonal runway spectacles and an increased design calendar is a result of the importance of pre-collections. This is an issue that fashion industry faces, especially the fashion designers, for last few years. The New York-based fashion brand, Proenza Schouler, is opting to experiment with monthly deliveries.
This fashion house will be joining to other brands who made a similar decisions like Vetements, Kenzo, and American luxury label Rodarte, which announced the same switch last week.
Proenza Schouler is launching their first fragrance with L’Oreal Luxe in 2018. Given this fact, the brand believes that the move to Haute Couture Week in Paris is a “key initiative” to achieve an international presence after moving to Europe.
As it is planned, Proenza Schouler will present the Fall 2017 collection at New York Fashion Week on February 13. The brand, founded by Jack McCoullough and Lazaro Hernandez back in 2002, is moving from traditional fashion week calendar to Haute Couture bi-annual shows held in January and July. The fashion house will be showing the Spring 2018 collection in Paris. The future locations have not been decided yet.
Proenza Schouler, Rodarte, Hood by Air, Tommy Hilfiger, Rebecca Minkoff, Opening Ceremony, Rachel Comey. Who’s next? Is New York City becoming the ghost of fashion houses?