There are so many changes to the once-rigid fashion week calendar that it's becoming somewhat difficult to keep up with who is (and isn't) showing where, why they've left, how many presentations they'll do across the year, and when the collections will hit stores. The shift can be attributed to the see now, buy now movement which has gained significant traction over the past 18 months in particular, with brands like Tom Ford, Burberry, Ralph Lauren and Tommy Hilfiger all choosing to run with the new format to ensure their clothes are more readily available to eager consumers.
Proenza Schouler is the latest brand to announce a shake-up to its show schedule, as WWD revealed that the brand is set to leave behind its annual show in NYFW and instead show in Paris during haute couture week from Spring 2018. Rodarte and Ellery have also made the move, and Proenza said in a statement that it allows them to have a "more pronounced international presence." The move also has to do with the brand's new venture into fragrance with L'Oréal Luxe, due for global release in 2018.
In addition to moving locations, Proenza will now only show twice a year - in January and July - with both main and pre-collections hitting the runway at the same time. The pre-collections are the money-makers for most brands, including Proenza, so combining these with the main, ready-to-wear collections, which were described as "the heart and soul" of the brand in the statement, will hopefully have a positive effect on sales all round.
Additionally, the brand's RTW collections and accessories will now be delivered to stores earlier under the new model, and runway pieces will hit retail in monthly drops.
Proenza will shows its A/W17 collection during NYFW in February this year, before switching to the new model for the Spring 2018 season.