London keeps its reputation as the most dynamic and cutting edge format of a fashion week
This upcoming London Collections Men event will be no exception to innovation, it is now reported by the official platform that several runways will refresh the format by presenting, in the first of two editions of this year, the new marketing and business trends predicted to reach fashion in larger volumes this 2017. First, the first set of combined collections with one single catwalk for both menswear and womenswear lines, to be seen in Vivienne Westwood, walking the runway on January 9. But Westwood, widely known as a rebel designer, is not the only one giving a twist to the classical format, other brands following the same inclusive criteria are looking for a consolidation of the mixed runway concept, with Nigel Cabourn showing on on January 6th, Katie Eeary, YMC, Casely-Hayford, and Agi x Sam The Woolmark Company on the 7; maharishi, Christopher Raeburn and Sibling on the 8th, while Belstaff and John Smedley are set to close on the 9th.
Other business trend, predicted by our analysis on the subject will prove valid, with 5 particular brands following the ‘see now buy now’ format, the successful format that saw Ralph Lauren honored with the annual Outstanding Achievement Award in the British Fashion Awards last 2016. The brands joining the movement will be Edward Crutchley, Chester Barrie, maharishi and John Smedley, the last two, as read before, also jumping in the ‘two genres-one catwalk’ wagon.
London will be the first of the four fashion capital cities to host a menswear collection week this year for the fall/winter 2017-2018 season, and will set a fast pace for the following events in Milan (January 13-17), Paris (January 18-22), and New York (January 30 to February 2), giving an early call of success of what homologous formats should achieve in order to innovate the industry and increase the income and budget savings for the brands and designers involved.