The Parisian fashion house, Saint Laurent, has made the decision to not participate in the upcoming 2020 Paris Fashion Week events. The brand is rethinking its approach to time and will establish its own schedule, prioritizing the relationship with people and their daily lives. This move comes after the cancellation of the June/July fashion weeks and uncertainty surrounding future presentation slots.
Saint Laurent, founded in 1961, will no longer adhere to the official fashion week schedules and will instead decide its own agenda for releasing collections. According to the brand, this new consideration of time will allow them to control their periodicity and legitimize the value of time at their own pace. Their launches will follow an optimized plan guided by the needs of creativity.
The decision to break away from traditional fashion week schedules reflects an industry that has been disrupted by the pandemic. The fashion industry is also undergoing questioning about the format and rhythm of its presentations, which have been criticized for their lack of agility. Recently, London Fashion Week announced its renewal in a 100% online, gender-neutral format that is open to the public, in an effort to adapt to new needs and consumption patterns.
While Saint Laurent has not provided specific details on how it plans to present its collections in the coming months, this decision by such a prominent brand could inspire other fashion houses, particularly within its parent company Kering, to consider a more lasting transformation for the industry.
Useful links:
– The End of Fashion Week as We Know It?
– London Fashion Week Goes Online and Gender-Neutral
