In February, Tom Ford made a calculated move to suspend showing his winter collection during the Autumn/Winter 2017 shows, and instead move the show to September when most of the fashion world showcases their Spring collections.
In a press statement in February, he explained his decision: “In a world that has become increasingly immediate, the current way of showing a collection four months before it is available to customers, is an antiquated idea and one that no longer makes sense. We have been living with a fashion calendar and system that is from another era,” said the designer.
“Our customers today want a collection that is immediately available. Fashion shows and the traditional fashion calendar, as we know them, no longer work in the way that they once did. We spend an enormous amount of money and energy to stage an event that creates excitement too far in advance of when the collection is available to the consumer. Showing the collection as it arrives in stores will remedy this, and allow the excitement that is created by a show or event to drive sales and satisfy our customers’ increasing desire to have their clothes as they are ready to wear them.”
This September, Tom Ford makes good on his promise showcasing a collection that is immediately available for sale. He also focused on making his showing an experience. Watch the full collection and tell us what you think.
Skip to the 20:00 mark for the shows.
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