Proenza Schouler, an eternal favorite of cool girls across the land, is the latest brand to shake up the fashion week system, following in the groundbreaking footsteps of high-profile names Burberry, Tom Ford, and Ganni. The brand just announced that at 10 a.m. on February 18, the day following its F/W 16 show, select pieces from the collection will be available for purchase, albeit in very limited quantities. The new initiative, entitled Early Edition, will include the release of eight key runway looks and four handbags. The ready-to-wear pieces will only be available in Proenza Schouler’s SoHo brick-and-mortar store, but the handbags will be available for purchase on its e-commerce site, great news for the accessory fiend in all of us. All of the bags will be the Hava style, first introduced on the brand’s S/S 16 runway, and will feature a special “Proenza Schouler Early Edition” label.
The news comes following the embargo that designers Jack McCollough and Lazaro Hernandez have placed on their Pre-Fall 16 images until May, when the collection is available for purchase. McCollough explained the duo’s latest, more drastic endeavor to Business of Fashion, saying, “The customer is watching these runway shows. By the time it ships six months later, it’s kind of old news to them. We wanted to shorten that time frame, make some pieces and see how they would react. We don’t want to make any rash decisions or a huge change just yet. It’s an experiment.” We can’t wait to see what comes of this refreshing test.
Scroll down for a sneak peek at two of the stunning bags that will be released next week!
Do you hope that this immediate-release strategy will become the norm for designers? Comment below!
Opening Image: Proenza Schouler