To say that the coronavirus pandemic outbreak has had a devastating impact on the fashion industry is an understatement. This event has changed the shape and course of fashion as we know it. In light of this, Saint Laurent is choosing to take back its calendar and share collections on its own terms.
For the first time in history, the international fashion schedule has had to cancel some of its biggest events. Mens and Haute Couture Weeks were cancelled, although the British Fashion Council has since announced that the London Mens Week will happen online instead. No news yet as to whether the Womens Fashion Weeks in September will run as planned, but the way things are going, it's likely these events will also have to go digital or suspend entirely.
With this in mind, Saint Laurent has chosen to pull out of the 2020 fashion calendar. Instead it will look to take control of its launches and present its collections at times that make sense for its creativity and the brand itself.
The house released a statement detailing its new narrative:
"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."
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Saint Laurent is one of our most admired houses. And it's certainly a fan favourite. It's a brand that captivates us with its stories and rebellious approach to design. Its campaigns over the last few years have done nothing to dull our intrigue. The latest images of Rosé Park or its campaign with Keanu Reeves and even the designer's shoot with Marilyn Manson have delighted and thrilled us.
We will wait with bated breath to see what's next from this house. Rest assured it will be fascinating.