In the world of fashion, pre-fall is many things.
It’s the longest-running season, opening to buyers and press in November and wrapping up on the heels of spring couture in January. Generally, pre-fall collections offer more commercial looks than the main runway seasons, giving retailers the opportunity to present new merchandise to their customers between the fall and spring collections. It has also become the most important sales season with merchandise sitting on the sales floor for up to six months. But in today’s world, it is also becoming increasingly difficult to define the season, as designers show various interpretations of what exactly “pre-fall” means.
The name (pre-fall) alludes to autumn, but the deliveries hit stores in the beginning of summer. Designers present everything from fur coats to cotton eyelet dresses and everything in between. So the terminology is confusing to everyone – designers, retailers, and consumers – so shouldn’t the season be looked at as a transitional one? Shouldn’t it be a season that offers a variety of weights and styles to satisfy both a customer looking for a summer outfit in July that they can transition into fall, as well as someone buying a coat or knit that they can wear through the colder months?
In additional to addressing transitional weather, pre-fall can also be a prelude to the next runway collection; an opportunity to test what works and doesn’t work with clients. For many designers, pre-fall can help lay-out the groundwork for many of the shapes and ideas that appear in the following season.
On an ethical note, there are just too many clothes out there; designers are producing too much instead of considering the outcome. So many designers are churning out ‘bestsellers’ and collections that have no point or value to the system; stores are buying them to keep up with the never-ending seasonal trends. It leads to the same clothes in all the stores with less than stellar sales.
So while many in the industry ponder on what the season means to them and how the pre-fall model varies for every designer, here are some of the highlights from the Pre-Fall 2018 season so far:
YARN IT ALL
Miles beyond the plain –Jane sweater, a wonderful tactile world of cozy knits await from chic sweater dresses to feminine sweaters.
Designers are making a case for head to toe prints this season as patterns are mixed in fun and playful ways.
In a nod to the classics, the white button down shirt gets a fresh make-over this season.
Designers dug deep into the archives and pulled out bright colors and body-conscious silhouettes.
Things got plenty hairy this season in the form of oh-so-cozy yet beastly furs (in both real and faux).
Then there are the designers who want to hold on to summer offering sweat little dresses to keep cool and look fresh.
WHAT DO YOU THINK ABOUT THE PRE-FALL SEASON AND HOW SHOULD YOUNG DESIGNERS APPROACH THE SEASON?