As the fashion cycle turns faster, pre-collections — that's cruise and pre-fall — are becoming increasingly important markets for serious fashion designers. Look at Chanel's yearly extravaganzas (most recently in Seoul), or Louis Vuitton's spectacular show at Palm Springs and you'll get an inkling of the relevance these "in-between" collections are to brands. In line with this, the British Fashion Council (BFC) is pioneering a mini-event dedicated to pre-collections, taking place from 15 to 17 June, at the tail end of London Collections: Men.
"This season is a pilot for us to learn from and improve moving forward," Caroline Rush, CEO of the BFC, told the New York Times. "The aim is to help buyers, press and brands to coordinate London dates, rather than overcrowding a schedule or duplicating activity."
Designers said to be taking part in the pre-collections event include Marques'Almeida, Huishan Zhang, Peter Pilotto, Roksanda and Phoebe English.