Taking to the runway for fall isn’t necessary. Taking the collection to Paris to sell absolutely is.
That’s the current mind-set at Monse, as for the second consecutive fall season the brand will forego a formal show. Instead, designers Laura Kim and Fernando Garcia have enlisted Kristian Schuller to shoot their look book, which will feature Amanda Murphy, and the brand will hold showroom appointments in New York and Paris.
While the designers remain undecided about whether to opt off the runway for spring as well, in something of a paradigm shift they will definitely stage a formal show for resort 2020.
At a time when brands increasingly opt to go their own way when it comes to presenting their collections, the Monse designers and chief executive officer Renee Prince Fillip thought long and hard about the traditional schedule vis-à-vis the realities of their business. Their no-show decision for fall took into consideration the complications of staging two shows in a single season, as Kim and Garcia have done most seasons since taking over the creative helm at Oscar de la Renta. An even bigger consideration: the frustrating reality of fall markdowns. They determined that the scale of the fall business doesn’t justify the
Follow WWD on Twitter or become a fan on Facebook.
Read More…