Tom Ford has announced that both his womenswear and menswear autumn/winter 2016 collections will be presented during two small, intimate presentations on February 18 2016, during New York Fashion Week.
It isn't the first time that Ford has stepped away from the traditional fashion-show format. His spring/summer 2016 collection was launched with a virtual fashion show starring Lady Gaga and directed by Nick Knight, while his autumn/winter 2015 collection was presented ahead of the Oscars ceremony in LA. “I think that a certain fluidity is necessary in regards to how we communicate with the consumer,” Ford has said.
For A/W 16, the designer wishes to present “in an informal format that allows me to speak with journalists while they view and touch the clothes.” Ford has held similarly intimate presentations at his London design headquarters in past seasons, but this is the first time he will present both the women’s and men’s collections in New York in this way.
With three further Tom Ford flagship stores opening in Houston, Miami and Atlanta, America is an increasingly important market for the brand. “It feels right to return to a format that is intimate and shows the detail of the clothes. The intimacy of small presentations affords that,” said Ford. — via Harper's Bazaar UK