In another fashion week shake-up, Ellery have announced that they will now take part in Paris’s haute couture fashion week.
Having previously shown four collections per year, the Australian born brand will now present only two but shown in four installations. The first half of each season will be presented at Paris’s couture weeks in January and July, and the second half will be released at Paris’s ready-to-wear Fashion Weeks in March and October.
‘As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best – create,’ says founder Kym Ellery.
Wholesale buyers will be able to see the collection in its entirety and place orders during the couture shows.
Ellery follows in the footsteps of Vetements who first began showing ready-to-wear during the couture shows in Paris in 2016, followed by Proenza Schouler and Rodarte in July 2017. Vetements have since stated they will present their Fall 2018 collection during the men’s shows in January 2018.
Speaking about Ellery’s decision, Kim says: ‘I want to rediscover the feeling that I had ten years ago, when I started ELLERY. I want to bring back the dream. As an independent, self-financed growing brand, it is too difficult to chase after a schedule determined by vertical super brands.’