” motoguo
the thinking went, the industry was too big of a behemoth to just hit pause and reset. But now, just like that, the world has come to a pause. Forced to slow down and take count, the fashion world is now realising that the way it has always been doesn’t need to be the way it should always be.
In an unprecedented, silver-lining move, brands of different backgrounds and sizes the world over have been joining forces to call for change. Dries Van Noten led an open letter to the industry pushing for fashion seasons to be realigned so that deliver ies of clothing hit stores in the actual seasons they are meant to be bought and worn.This would mean fall/winter products being sold from August to January, and spring/summer pieces from February to July.The letter also calls for discounting to be pushed to the very end of the seasons: January for winter clothing; July for summer ware.To date, the letter has been signed by Proenza Schouler, Marine Serre,Y/Project, Grace Wales Bonner, Craig Green, Mary Katrantzou,Tory Burch and Gabriela Hearst, along with executives from influential retailers like Selfridges, Nordstrom, Lane Crawford, and Harvey Nichols.
A separate forum (but with many overlapping signatories) called Rewiring Fashion, goes even further; calling not just for the realignment of seasons, but a complete rethink of the schedule and the purpose of fashion shows. Under this proposal, men’s and women’s fashion weeks would be combined and presented during January/February and June, and turned into consumerfacing events intended to drive desire and sales shortly before