Proenza Schouler to sell collection straight after its runway show

London - When Proenza Schouler presents its Fall 16 collection during New York Fashion Week next Wednesday, customers will be able to buy a capsule of styles straight after the show.

Called The Early Edition collection, eight runway looks and four versions of their Hava handbag will be available for purchase the morning after their show at their boutique at 121 Greene Street. Accessories will also be sold on ProenzaSchouler.com.

Over the last week, a series of announcements have been reverberating through the fashion industry complaining of the outmoded fashion calendar. Major brands, including Burberry, Tom Ford, Vetements and Paul Smith have all voiced profound dissatisfaction saying that they will be taking alternative routes.

"There's disconnect between seeing the clothes and their availability in store"

“This is part of a bigger conversation about changing the calendar, which we’ve been collectively talking about for what seems like years now,” says Proenza Schouler co-founder Lazaro Hernandez. “We’ve just felt over the years that there’s been this disconnect between when you first see clothes in the runway and their availability in stores. It’s becoming increasingly clear that there’s a problem with how the system currently works.”

“We’re finding that the customers are more savvy, and they’re much more in tune with the shows, which used to be insider events for editors and buyers,” continues co-founder Jack McCollough. “But now the public is watching them in real time. So for them, by the time the collections ship six months later, it’s old news. We’re trying to shorten that time gap from when they first see clothes to when they’ll be available in stores.”

It’s another example of how the internet and social media is transforming the landscape of the industry. The way we consume images from runway shows has sped up rapidly – the way we consume items of clothing from them is still, by and large, subject to a six-month delay.