That’s where terms like Resort, Cruise, First summer, Peak summer, and Pre-fall collection come from. We now have Pre-collections from May to July ahead of the September SS fashion season and then again in November/December ahead of the AW range for the following year. Once the concept was shown to work, everyone came on board. These were known as Pre-collections and were often the ready-to-wear selection for a designer before the debut of the more exclusive items. As a result, it was considered rather inventive when particular designers began breaching the norms and showcasing their range between the two established seasons. And Suddenly, Four Seasons Aren’t Enoughĭespite being motivated by creativity, the fashion industry is rather traditional in terms of business. Fashion editors also need time to pick samples and photograph editorials for the season.īecause Resort and Pre-fall collections do not have their Fashion Weeks, labels often shoot them separately and send them out to the press. Retail customers need time to see the collections and pick which items to purchase. In contrast, AW collections are shown in February next winter.įashion Week informs the season’s trends. SS collections are displayed to the press during Fashion Week in September for the following summer. When it comes to Fashion Week, things become much more complicated. This is because fashion brands and shops like to launch new fashion lines as soon as possible so that the previous season will be put up for sale. The confusion arises, of course, since the Summer and Resort collections are marketed in January when it is freezing! It’s the same in the winter winter apparel is sold in July when it’s still warm outside. Resort collections are available from October through December, while Pre-Fall collections are available before the AW collections come. Surprisingly, SS begins in January and lasts until June, whereas AW lasts from July to December. When are the fashion seasons showcased and sold? RELATED ARTICLE: Fashion Trends: Why Some Designs Become So Popular & The Role Of Social MediaĪside from those who design, manufacture, and sell clothing, many other individuals whose companies are in sync with the fashion industry’s cycles need to be in the know.Īpart from the prominent examples such as the publishing, advertising, and logistics/distribution sectors, there are maybe more surprise actors such as Pantone, the people who play such an essential role in determining the colors used in practically everything we see around us. The seasons serve as a global metronome for the worldwide fashion business, defining the speed and time for developing, marketing, and selling new collections. It turns out to be significantly more complicated. Previously, we thought of seasons as periods when the weather changed and imagined that major fashion seasons were about altering what you wore in response to the changing climate: Warmer garments in colder weather, brighter colors in the sun, and more practical designs when it’s wet. Why does the fashion world need seasons in the first place? Let’s see how and why this transition happened and what we can expect in the future. With new trends emerging every week, the purpose is for customers to purchase as much clothing as possible rapidly. But if we look fast forward to the present, some fashion businesses produce 52 micro-seasons every year. The name Resort arose because the wealthiest fashion house clientele would purchase these designs on their vacations.īack in the day, there were only two fashion seasons: SS and AW. SS and AW fashion weeks are held in Paris, Milan, New York, and London. These are Spring/Summer (SS), Autumn/Winter (AW), Resort, and Pre-Fall. Officially, fashion is divided into four seasons. When is summer, when is winter? Where are spring and fall in this mix? Shift to fast-fashion, 52 seasons and beyond.Is seasonality in fashion coming to an end?.And Suddenly, Four Seasons Aren't Enough.When are the fashion seasons showcased and sold?.Why does the fashion world need seasons in the first place?.
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