Proenza Schouler Reshapes Couture Week

After releasing a statement, Proenza Schouler moves to modernize the fashion calendar

NEW YORK, NY - SEPTEMBER 12: A model walks the runway at the Proenza Schouler Ready to Wear Spring Summer 2017 fashion show during New York Fashion Week on September 12, 2016 in New York City. (Photo by Peter White/Getty Images)

IYet again, the fashion industry is shifting to keep up with modern changes. This time, Proenza Schouler makes the bold move to reshape the fashion calendar and beat out the couture competition. In a recent statement made by Jack McCollough and Lazaro Hernandez, the two designers behind Proenza Schouler’s collections, said they will be moving their show to Paris.

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Along with changes in location, they will no longer have four shows per year, but instead, merge both their main and pre-collections, resulting in only two shows each year. This will allow the brand to stay ahead in production and showcase work that relates more to the trending season.

According to the brand’s reasoning, the clothing released at an earlier time frame from the normal fashion calendar will have more shelf life and have a better opportunity at outshining the competition with merchandise buyers. It gives the brand a sense of early exclusivity.

Other brands have already made similar switches. Tommy Hilfiger was one of the first to have ready-to-wear items available directly after his fashion show last season. Burberry and Kenzo have also made similar changes.

Proenza Schouler is still set to have their Fall/Winter 2017 collection to be showcased at New York Fashion Week. Their full calendar transition won’t take place until the Spring 2018 season.

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