Esteban Cortazar To Ignore Traditional Fashion Cycle With Debut Of Spring 2015 Collection
Esteban Cortazar made headlines back in 2002 when he became the youngest designer to stage a fashion show.
And now, after a brief stint at Emanuel Ungaro among other projects, the Colombian designer is back in the spotlight again. Cortazar has announced that he's disregarding the traditional fashion cycle and switching up the way in which he presents and sells his eponymous range.
Instead of debuting his spring 2015 collection this fall on the runway (spring collections are normally unveiled in September and October), Cortazar has already allowed stores to preview and place orders from his range for the season, which he is currently in the process of producing. Then during Paris Fashion Week, Cortazar will show his collection on the runway, and as he told Style.com: "the first drops will start right after [the show] at the beginning of October. When all the communications start happening, the client can know she can have it right away."
It might seem strange to encourage consumers to shop a spring collection in the middle of fall, but Cortazar said his offering was designed to be trans-seasonal.
"Why not do something that speaks to the future? It doesn't make sense anymore to show a collection that won't be in stores for six months - the momentum and the desire dissipate. Everyone likes to see everything instantly now, but [up until now] no one's been able to buy instantly," Cortazar told Style.com.
We're interested to see if other designers will follow Cortazar's lead and show and sell their collections in this way. According to Cortazar, buyers "are responding in a really positive way," so maybe a change in the fashion cycle isn't far off.
What do you think of Cortazar's decision to present and sell his spring 2015 collection in this way? Share your thoughts with us in the comment section below. You can also watch a video about Cortazar and his new idea below.