Designers Jack McCullough and Lazaro Hernandez supported the trend of bringing fashion and consumer closer together and told why.
The guys from the ProenzSchouler fashion brand decided to support the current trend “Saw now - buy now”. Jack McCullough and Lazaro Hernandez, inspired by contemporary art and youth culture, will now be available for purchase the day after the show. “This is part of a big conversation about the need to change the fashion calendar. We have felt this for several years. In the industry, there shouldn't be such a long discrepancy between when you first see clothes and when they arrive in stores. It is more and more obvious,”Hernandez commented on the news.
Jack McCullough added: “We think customers are more savvy today, more in tune with shows that used to be insider events for editors and buyers. Now everyone can watch the impressions in real time. So a collection that hits stores six months after the show automatically turns into old news. We are trying to close this gap in time."