My google reader (not cleared since December) has been bombarded with a host of posts on the launch of the pre-fall season.
Pre-fall? I had thought that there were only 2 major seasons in the fashion industry – Spring/Summer trends which is shown during September (the previous year) and the Fall/Winter trends which is shown in February of that year.
Apparently I was wrong. After a bit of googling on the rise of the pre-fall season (credits to NY Mag and Deep in Vogue), what had started out as a show mainly for trade buyers has turned into an almost full-blown season in itself, with branded designers like Chanel, Diane von Furstenberg, Oscar de la Renta and Zac Posen each sending a pre-fall collection this year.
The pre-fall season clothes are also supposed to be more wearable, more commercial and with more light-weighted fabrics (yeah!) than the actual F/W collectio. And not to mention that they will help fill the racks between May and July.
The pre-fall collection is also intended to give an insight into the vision of the designers they have for their F/W collection. That said, I suspect that high street brands like H&M, Zara, Topshop would actually take these pre-fall shows rather seriously so that they can roll out their inspired versions as quick as the sushi you get at your local sushi-train store. But I’m not complaining. 🙂
In this time, you need to do whatever you can to get people into your shops!
Designers have really no time to rest nowadays…