This is the reason Jenny Packham won’t show at fashion week anymore

‘Questioning the value of the traditional catwalk show’

One of the Duchess of Cambridge’s favourite designers, Jenny Packham, has announced she will no longer show her collections at New York Fashion Week, six years after her first show.

But thankfully, it doesn’t mean the label is folding, rather that the brand is focusing on a more digital approach.

In a statement she said she was ‘questioning the value of the traditional catwalk show’ and that she would instead launch her SS18 collection digitally to ‘provide stronger assets to use across multi-media platforms.’

Jenny added, ‘Our commitment to New York fashion week is unflinching and our intention is to work more closely with press and buyers to support our growth strategy.’

This will no doubt revive the debate of whether a set Fashion Week really matters, with many designers opting for the ‘see now, buy now’ approach, and showing their collection outside of Fashion Month, like Tom Ford and Tommy Hilfiger amongst others.

Jenny Packham, who showed her first catwalk in New York in 2011, is a firm celebrity favourite with the likes of Sandra Bullock, Angelina Jolie, Kate Winslet and Blake Lively as customers.

She is also famously known for regularly dressing Kate Middleton. The Duchess first stepped out in one of her designs, a pale pink embellished gown, at the ARK 10th Anniversary Gala in 2011.

Other famous dresses include silver sequin dress Kate wore at the Tusk Foundation Gala Dinner in 2013, and the two dresses she wore to leave hospital after giving birth to her children.

She chose a blue polka dot dress for Prince George's birth, and a yellow floral dress to present newborn Princess Charlotte to the world on the steps of the Lindo Wing at St Mary’s hospital.