link.png Kering and Paris Fashion Week reject "see-now, buy-now" model← Back

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A climate of uncertainty currently weighs down on the fashion industry, as many are questioning the relevancy of the current fashion week model. However, although the system is tipped to change, opinion is divided about what approach to take and Paris Fashion Week’s governing body is the latest to voice its stance on the subject.
Luxury fashion labels Burberry and Tom Ford both recently announced they were transitioning to a new system, which has been dubbed “see-now, buy-now”: starting in September, their collections will be presented seasonally and available to buy straight after the show. However, not all luxury fashion brands are keen to go down this route.
Indeed, WWD reports that Paris Fashion Week, which is run by the Fédération Française de la Couture, du Prêt-à-Porter des Couturiers et des Créateurs de Mode, is to stick to the current model, with brands continuing to show their collections six months before they land in store. Talking to WWD, Ralph Toledano, president of the Fédération, said: “As far as we are concerned, the present system is still valid.” Amongst other reasons, he pointed out that changing tack would lead to complications with the supply system, be problematic for designers and the way they produce collections as well as the fact that it would make it much harder for brands to control their image. 
 The Fédération isn’t the only body refusing to transition to a new system: luxury conglomerate Kering also recently announced that the brands under its umbrella (including Gucci and Saint Luarent) would not be adopting the same approach as Burberry and Tom Ford.  
With industry giants such as these sticking to the classic model, it’s obvious that - aside from the practicalities of it - there’s still a faction of luxury brands that want to cultivate desire and dreams amidst their customers by showing collections several months in advance.