DSquared2 is going to combine its men’s and women’s runway show from next year. Is that a good or bad thing? Well it seems the label isn’t switching to a see now, buy now model, which cheers me up no end.
So far the see now, buy now mega shows I’ve seen haven’t impressed me. The collections have felt more like special editions designed to generate buzz and ‘see now, buy now, regret quickly’ feelings just like so many of the retailer-designer collaborations we see throughout the year!
DSquared2’s plan is to simply bring together two collections that twins Dean and Dan Caten feel are entirely complementary. And they’ll show in January during men’s Fashion Week in Milan, rather than with the women’s shows a few weeks later as they feel that would be too late for the men’s collection.
That’s an interesting decision and means it’ll be the first true big league women’s AW17 collection to be unveiled. That’s unless Gucci decides to follow the same path. Gucci is planning to show co-ed collections from next year too but hasn’t yet said whether that means they show with the men’s collections, the women’s, or even neither.
Dan Caten told WWD: “This step will allow our women’s show collection to have more shelf life in stores.”
Apparently, before now Dean focused mainly on womenswear and Dan on menswear (who knew?) but now they think they’ll work more closely together on each.
They said the move will simplify things, leaving the brand with two main collections and two pre-collections a year. But it won’t save money, the Catens were keen to stress. Flying all those (female) supermodels over to Milan in January is more expensive than February when they’re already there.
The move has been a while in the making and the 20th anniversary show last January that showed both collections proved to be a catalyst.