Like many in the fashion industry, Angela Missoni sees the events of 2020 as an opportunity for industry changes she considers much-needed, starting with the runway show schedule.
When Missoni’s video presentation opened the spring shows in Milan today, spring was the last thing on Angela Missoni’s mind. “All of a sudden, I thought, Why do I have to communicate summer in winter? It’s illogical. And crazy. So, I said, ‘You know what? This season the autumn collection hit the store 15 days ago. I need to push the autumn collection.
Missoni’s move follows brands like Louis Vuitton, which repeated its fall 2020 menswear offering as part of its spring 2021 men’s spectacular in Shanghai this August, and Coach, which incorporated pieces from its fall 2020 show into its spring 2021 collection video this week. Like many in the fashion industry, Missoni sees the events of 2020 as an opportunity for industry changes she considers much needed.
A medium-size brand, Missoni depends on wholesale and retailers to fuel its business, unlike super brands, which largely sell to their own stores. “It’s very different for brands that don’t do wholesale. They can do fashion shows all around the world, not to sell collections but as communication events,” Missoni points out. Going forward, showing her collections in-season won’t mean a departure from the promotional structure of fashion.
The quarantine period spawned countless industry debates about changes to the fashion system, but the first fashion weeks post-lockdown are largely following its classic setup. What made Angela Missoni act upon big ideas when others didn’t? “Because I always act,” she responds, laughing. “We confuse fashion with luxury only. The meaning of fashion is something for now, so we need to be in the moment and understand it. Fashion is usually the first to anticipate and accept change.
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