Top image: Proenza Schouler SS17 backstage, courtesy of PR.

New York label Proenza Schouler will be breaking away from the traditional ready-to-wear calendar, consolidating their main runway and pre collections into one show in line with Haute Couture in July and January.

The announcement comes after “months of careful planning” in order to “pursue a business model more aligned with the realities of commerce today.”

Up to now, the New York brand helmed by designer duo Jack McCollough and Lazaro Hernandez has shown both a pre collection and main runway collection. As explained in a statement, the new strategy will direct more focus towards the latter – including both ready-to-wear and accessories – bringing them to stores earlier and hence giving them a longer retail life. The collection will be divided into monthly deliveries, representing key groups from the show.

It’s a big time for changes at Proenza Schouler, currently in the final stages of planning the global launch of its fragrance in collaboration with L’Oréal Luxe. The launch, which is set for 2018, will bring the brand into a brighter global spotlight, something that was in mind when planning the new show strategy.

“This move to Paris will aid in achieving the company’s short and long-term goals, and enable the organization to function in a way that is more aligned with the demands of the industry today,” the statement said.

The change comes within the broader context of several major brands shaking up their approach to the traditional fashion week calendar, via location moves and consolidations. This season both Gucci and Bottega Veneta were absent from the Milan menswear schedule, having joined their men’s and women’s collections into the one show during womenswear. Meanwhile, Calvin Klein departed the Milan schedule to show instead in New York, under the creative vision of the newly appointed Raf Simons.

Proenza Schouler’s FW17 show will take place in New York on 13th February as originally scheduled, with the first unified collection to be shown in Paris during Haute Couture in July.

Stay tuned to HERO for the latest on fashion week, from London, Milan, Paris and New York.