Derek Lam to present collection at Greenwich Hotel

A lot of designers are breaking away from tradition this season. Designer Derek Lam is forgoing his usual Sunday at noon time on the fashion calendar during New York Fashion Week, as well as his usual runway show in favor of a small presentation at the Greenwich Hotel.

Lam will show 24 looks, and will be on site to narrate the collection to press and buyers. He'll be presenting his collection in the hotel's penthouse.

Derek Lam forgoes runway show this season

“In this moment, when there’s so much noise, and I don’t know really what way the fashion cycle will change, this is an opportunity to be centered and think more succinctly,” said Lam to WWD. “I can present something that is tight and nuanced and concentrate on talking about what my collection is about.”

Often designers reason to downsize their shows is because their business is struggling. Lam's wholesale business has not been doing so well, and the strides he is making are in e-commerce. It was a business move for him to forego the expensive costs often associated with a large scale runway show.

Lam has been taking a different approach to publicizing his collections. For example, he didn't release any photos of his pre-fall collection except on his own website. He intends to focus on e-commerce going forward.

Photo: Derek Lam website