Why Proenza Schouler Won't Be Showing at NYFW Anymore

Why Proenza Schouler Won't Be Showing at NYFW Anymore
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After New York fixtures Tommy Hilfiger and Rebecca Minkoff announced that they would be showing in Los Angeles in February, after cult-favorite accessories and soon-to-be ready-to-wear brand Mansur Gavriel opted out of a traditional NYFW presentation altogether (and instead offer an immersive Candy Shop experience), after more brands decided to adopt a see-now-buy-now model (Banana Republic and H&M are the latest), and after Calvin Klein sent out an official release broadcasting co-ed runways, arrives another jolt to the traditional calendar: starting with the spring/summer 2018 collection, Proenza Schouler is planning to consolidate its main runway and pre-collections into one, which will be shown bi-annually in Paris in July and January (the first collection in July will coincide with Paris Haute Couture Fashion Week).

It's a commerce-driven decision—one that was derived after seeing how large a percentage of sales came from the pre-collections (another indicator that consumers don't know, or don't care about the differences between fall, spring, and pre lines). In adjusting this calendar, the main ready-to-wear collection will once again be the focus, "thus giving them a longer life at retail," according to the release.

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Another reason? The 2018 launch of the brand's first-ever fragrance, a collaboration done with L'Oreal Luxe. "A more pronounced international presence is a key initiative. 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," reads the release.

But don't worry. We'll still get our Proenza fix in February—the fall/winter 2017 show is still scheduled take place on the 13th.

 
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