As I was reading Vogue, I came across View, and an article in titled Open Season. Naturally, I began reading it trying to identify what exactly this article was trying to convey. I was familiar with the 'Pre-Fall' concept before, (Olivier at Nina Ricci) and I knew it was (like all things entering fashion) progressing its way into becoming a fashion standard, beside the spring, fall, and resort collections. However I didn't exactly know what the collections supposedly entailed. Oscar de la Renta said, "There's nothing worse than having a woman walk into a store and say, 'I have seen all of this already.' Four seasons is useful because it means there is always something new to see." True Oscar, you can try your hand at reinventing yourself 4 times a year, but will critics (who are already brutal enough) be receptive to these 4 collections. We know Valentino has gotten a beat down for their resort collection, how can Miuccia, Alber, and Stefano please fashion spectators and buyers this often? I read on to see how Mark Holgate executed his logic.
"Some intimate pieces that you own and wear, but that the whole world hasn't seen yet", is what Alber Elbaz said about his pre-fall collection. Can we all be certain that just because it's not on a runway, clothes will not be as showcased and "seen". And with all of this hype about these new collections, can't it almost be guaranteed that most fashionista's will frantically pine for it (Like Stella or Karl at H&M).
The article ended with a quote from Phillip Lim that made me rethink this uncertainty. "What I love about pre-fall is that it defies logic, and stirs desire. You can't imagine wearing it that minute, but you know there will be a time you can't imagine life without it". Phillip, Oscar, Alber, enlighten me! But I guess fashion refuses on insisting to keep the old tricks.
Is it an emporium they're sucking us consumers into? Actually maybe so. These collections are existent because the fall and spring collections are mostly editorial, and available to a select few. With trends ever-changing, the entire industry seems to be molding to more and more change and exclusiveness. Now, even getting your hands on a piece from a collection 6 months before it hits stores is not as prestigious and invigorating as it once was.
In my more thorough research, I've simply come to conclude and accept that it balances the need to sell with the idea that beautiful of the moment editorial clothing should be available at any time to a customer. Wow, so they're keeping their consumer's in mind while keeping pace with the industry. It's also about experimenting with 'upcoming' ideas from designers. To me its an intermix of availability, and exclusiveness. The exclusive, 'n0-one-has-seen' part seems to be what Vogue is touching on (naturally), and the availability (keeping in mind creativeness) aspect is what designers acquire. The two totally counter each other, it's too much to disassemble and analyze.
