Karl Lagerfeld rejecting the ”see now-buy now” fashion model


Karl Lagerfeld has spoken for the first time about the debate currently raging in the fashion industry about whether brands should switch to a see-now, buy-now format – where items would be shown on the catwalk just as they become available in stores – or whether to remain as things are – with brands showing new pieces around six months before they are available to buy. Unsurprisingly, Lagerfeld has strong opinions on the matter.

“It’s a mess,” he said backstage at Fendi, the Financial Times reports. “The reality is that you have to give people the time to make their choice, to order the clothes or handbags, and to produce them beautifully so that editors can photograph them. If not, that’s the end of everything.”

Yet he revealed he’s already designing  one collection per year that lands in the company’s retail stores without being shown to buyers!

“The world is changing – not always for the best – but we have to follow the changes and the internet, but there is a way of doing it, you know? It’s not just about talking bullshit,” he said. “Chanel makes six collections per year, but I make already one – the capsule – that is not shown to the press, to nobody. The day it comes out is the day the stores get a document. Now I want to do something else – perhaps it’s too early to talk about it – to make a special collection only for the internet. Fifteen things, you buy them and you get them immediately.”

more at Vogue.com

1 Comment

  1. Ive been reading a lot about this lately. It seems that a lot of luxury retailers have issues with this new model. Some have even said that with the new model, they would lose the control they have over their image. It’s interesting how split this issue is even around the world as New York and London seem to be embracing the new model, while Milan and Paris think the schedule is just fine how it is. In the past this wasn’t an issue, but social media is making it so that the public can see every detail of a show and collection without actually being at the show. The public, buyers, magazine and newspaper editors all see it in real time. Then when the collection actually comes out a half a year later it’s seems as though its time has come and gone and most people have forgotten about it. I feel like it’s less of a choice to adopt this new see now buy now model and more of a necessity for brands to implement this model in order to be successful in the future.

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