Alexander Wang is trying something new for resort 2017. The designer will show the collection to press and retailers as he usually does in June, but all images and reviews of the resort lineup will be under embargo until the collection ships in November. In that respect, this is a strategy several designers have experimented with over the last pre-collection seasons. Wang is doing so with a caveat: He will show a selection of resort items on his spring 2017 runway during New York Fashion Week in September. So while the full resort images will be under embargo, the items shown on the runway will publicized with the spring lineup.
“For several seasons now, we have released images of our T by Alexander Wang and Men’s collections only at the time of their delivery in store,” Wang told WWD. “We have had a very positive response to this from consumers and we decided to pursue a similar strategy with our ready-to-wear pre-collections; we have found that this shortened timeline between seeing the collection and it being available in stores creates a sense of immediacy and generates excitement at the retail level.”