Announced in a short-worded press release on social media, luxury fashion brand Saint Laurent explained its departure from Fashion Week calendar and decision to schedule shows on its own. It is a first brand of this scope to do so, as companies struggle to organize and complete their presentations in this era of constant schedule shifts and cancels due to the coronavirus pandemic.
The press release reads: “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.”
