When it comes to the fashion world this year, what with the emergence of the COVID-19 pandemic – everyone involved and invested in it is wondering what the runway circuit will look like come September, when four major capitals usually light up during fashion month when brands showcase their Spring 2021 collections.
Though there’s speculation that the shows could potentially get cancelled outright, or perhaps head towards a digital route, French fashion maison Saint Laurent isn’t one to just wait around for the news to be handed to them.
The brand recently announced on Instagram that they will be skipping PFW this fall, and not adhere to any fixed fashion calendar for the rest of 2020. Instead, they will take over the reins and operate to their own schedule and rules – deciding with a new strategy how and when to debut their upcoming collections.
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Conscious of the current circumstance and its waves of radical change, Saint Laurent has decided to take control of its pace and reshape its schedule. Now more than ever, the brand will lead its own rhythm, legitimating the value of time and connecting with people globally by getting closer to them in their own space and lives. With this strategy firmly in place, Saint Laurent will not present its collections in any of the pre-set schedules of 2020. Saint Laurent will take ownership of its calendar and launch its collections following a plan conceived with an up-to-date perspective, driven by creativity.
In light of this news, the French fashion marque has become the first major Paris house to practice social distancing from the fashion week calendar as the world continues to battle the COVID-19 virus. Now we can only wait if other brands in the Kering company portfolio will follow suit.
It’s currently unclear what approach Saint Laurent will be taking on this challenge, we can’t rule out the possibility of the potential drastic shift in how runway shows will be produced and attended – as some experts have predicted that large gatherings could stay on hold until 2021.
Featured image: Getty.