- Don-Alvin Adegeest |
Hood by Air and Moschino are to headline Made LA, as part of a two day fashion and music showcase.
Hood by Air will follow in the footsteps of Burberry and Tom Ford's new 'see now, buy now' model, allowing customers to pre-order during the show and purchase from its website the following month.
“We want to start connecting with the customer directly, but not in a DTC – direct-to-customer – attitude,” HBA founder and creative director Shayne Oliver says in an interview with US Vogue. “I would rather create my own way of speaking to my customer as opposed to being a part of fashion’s reformation of itself.”
In this interview, Oliver also gives a hint of what we can expect from the collection, describing it as “everyday survival gear”. “It’s a mixture of everyday survival gear and actual survivor gear,” he explains. “That’s very much the vibe."
"I want to create an experience that speaks to customers"
"I feel like, you know, you sit down at a runway show, and it’s cute and it’s cool, but it doesn’t necessarily bring too much to the table as far as culture is concerned and people having experiences outside of the internal editors and stylists,” says Oliver. “I want to start creating experiences that speak more to the customers.”
Moschino shuns Milan men's fashion week
Moschino is changing camps and this season will show its new menswear collection at Made LA, instead of Milan Fashion Week. In the same show it will present its women's resort 2017 collection.
Moschino will stage a tradition catwalk show format, without a 'see now, buy now' option. The show is expected to be an invite-only event for the benefit of fashion industry press, buyers and friends of the brand, and not open to the public.
Made LA is the brainchild of organizers behind New York Fashion Week and in collaboration with main sponsor AEG will take place on June 10 and 11. The event will feature fashion shows, presentations, live musical performances, parties and a fashion bazaar which will collectively sell fashion and art.
Tickets to select events are open to the public. For further information visit www.ma.de
Image:Moschino, SS16, www.DazedDigital.com