The high-end fashion sector underwent significant changes in 2016, and these shifts are expected to have a lasting impact on the men’s fashion show calendar in 2017. The introduction of the See Now, Buy Now phenomenon disrupted traditional fashion schedules, prompting couture houses to reconsider their strategies in order to boost sales. In response to this trend, many fashion houses, including renowned designer Olivier Rousteing, have started to leverage social media platforms like Instagram as a means to promote and sell their creations immediately after the shows.
As a result, the men’s fashion calendar for 2017 will see some notable changes. Burberry and Vivienne Westwood, for instance, have decided to streamline their shows by combining their men’s and women’s collections into two major events. Similarly, Bottega Veneta will be showcasing its men’s and women’s collections together for the first time in Milan in February 2017, while Calvin Klein will do the same in New York.
Furthermore, several new players in the men’s fashion industry are entering the scene and focusing exclusively on men’s collections to attract a fresh customer base. Iconic fashion house Moschino, led by artistic director Jeremy Scott, will be making a grand comeback in the men’s fashion world by presenting its men’s collection on January 14. Coach, on the other hand, will dedicate a fashion show to its men’s collection in New York, marking the launch of its 2017 collection, along with celebrating its 75th anniversary and the opening of a new store in the United States.
Additionally, renowned designer Raf Simons, who has been working for Calvin Klein since August 2016, will be showcasing his men’s collection at New York Fashion Week under the house’s brand. Lastly, designer Paul Smith will present his new contemporary collection, PS By Paul Smith, at Florence’s Pitti Uomo exhibition. This line will feature technical fabrics and ergonomic cuts, offering a fresh take on men’s fashion.
With these changes, the men’s fashion industry is poised for a transformative and innovative year, driven by new strategies, collaborations, and a focus on meeting the demands of the modern consumer. The See Now, Buy Now trend will continue to shape and influence the industry as fashion houses adapt their approaches to cater to consumers’ desire for instant gratification and accessibility. As the fashion calendar evolves, we can anticipate even more surprises and exciting changes in the coming year.
Useful Links:
1. “See Now, Buy Now” Experiment by Vogue
2. The Fashion Industry’s Reaction and Adaptation to “See Now, Buy Now” by Business of Fashion
