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SAINT LAURENT DRIVEN BY CREATIVITY, NOT THE FASHION WEEK SCHEDULE

Saint Laurent, responding to rapid change, has taken control of its schedule and redefined how it engages with the world. The brand now leads its own rhythm, connecting more directly with people in their personal spaces and lives.

SAINT LAURENT WINTER 20

With this bold strategy, Saint Laurent refuses to follow the pre-set schedules of 2020. Instead, the brand launches collections on its own terms, driven by creativity and a forward-thinking perspective.

The Evolution of Fashion Shows

Fashion shows originated in Paris, where designers showcased couture in hotels, racetracks, and salons. Over time, these presentations evolved into social events. However, during World War II, the first “fashion week” debuted in New York in 1943, providing an alternative to Paris fashion for buyers unable to travel.

Paris began official couture shows in 1945, but its first Fashion Week launched in 1973 under the French Fashion Federation. Milan followed in 1958, established by the Italian Chamber of Commerce, and London joined in 1984, led by the British Fashion Council.

The Problem with Modern Fashion Weeks

Today, over 100 fashion weeks occur globally. Paris alone hosts six annual events covering menswear, haute couture, and ready-to-wear, not including cruise or resort collections. This relentless schedule stifles creativity. Designers, already preparing the next show before one ends, have little time to innovate.

Beyond its pace, Fashion Week caters to an exclusive audience—celebrities, influencers, and industry insiders. Ordinary fans have limited access.

A Fresh Vision for the Industry

Saint Laurent’s decision to follow its own calendar marks a refreshing shift. By embracing virtual presentations, the brand can enter homes directly, potentially with inventive fashion films. This change reimagines fashion’s rhythm while maintaining its artistry.

While live shows shouldn’t vanish, returning to brand-specific schedules could reinvigorate creativity. Saint Laurent sets an example, showing how the industry can evolve for the better.

What other exciting changes will these times bring? We can only wait and see.