Alexander Wang has announced that his brand is leaving the traditional New York Fashion Week schedule after its autumn/winter 2019 show this forthcoming February. Instead, the American designer will present his collections in New York in June and December to align more closely with the pre-collection schedule.
“Our consumer will be better served through the new system,” said Alexander Wang’s CEO Lisa Gersh in a press release. “The innovative approach reframes product on the month that it ships, rather than the outdated labels of ‘Resort’ or ‘Pre-Fall,’ giving our customers more relevant and consistent merchandise throughout the year.” Therefore, the collection shown in June will arrive between October and March, while products shown in December will be available between April and September.
“We have been exploring many different approaches to our product launches through collaborations such as Adidas Originals and special capsules to measure customer response,” said Wang in the press release notes. “Our shows will reinforce our brand’s DNA to our global customers and fans while we continue to be focused in our product offering. This new cadence will allow us to speak to our global customer in different conversations that are not limited to just fashion week twice a year.”
Wang’s schedule change is backed by the CFDA, which is said to be exploring the idea of establishing a more concrete fashion show schedule around pre-collections. This would be in addition to the main February and September seasons. “I could see it happening this summer,” Steven Kolb, CFDA president and CEO, told WWD. “I could see a collective of maybe five or so brands that have the right adjacency and might align to it… Alex is one of many designers the CFDA has spoken to about the idea, and we support him in this business decision. There are others who are part of this idea.”
Other U.S. brands to adopt the pre-season-as-main-season model include Rodarte and Proenza Schouler.