By  on December 3, 2015

For close to a decade, talk of changing fashion’s dysfunctional calendar system has been just that — talk. But as the pre-fall collections pick up in New York, the conversation surrounding press previews has been more charged than ever, with at least one American label moving to action. On Tuesday afternoon, Proenza Schouler’s director of public relations called WWD to say the company would not release pre-fall imagery or sanction outside photography and traditional, short-lead reviews of the collection until the clothes, shoes and bags begin to hit stores around April, at which time designers Lazaro Hernandez and Jack McCollough would focus on drumming up consumer interest with a yet-to-be-determined “creative project.”

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