BADGLEY MISCHKA: THE MOVIE: After 30 years of doing fashion shows, Mark Badgley and James Mischka, the design duo behind Badgley Mischka, are sitting this season out. They said they canceled their show two months ago and wanted to do something different. And then all this conversation about consumer-facing shows surfaced.

This story first appeared in the February 15, 2016 issue of WWD. Subscribe Today.

“We wanted to do something more directly impacting our consumers,” Mischka said. To that end, they are filming a 10-12 minute movie that will launch when the clothes hit the stores in July. They are finalizing the director, cinematographer and talent in the film and will shoot in the next four weeks.

The movie will run on the company’s social channels and Web site.

“It’ll be about the length of a fashion show,” Mischka said. Asked if the cancellation of the show had anything to do with the troubles of their parent company Iconix Brand Group, Mischka said, “We run independently of them. It’s not saving us money to do a movie instead of a fashion show.”

The designers will show their fall collection, which is predominantly eveningwear with some daytime and daytime occasion clothes to buyers, starting Tuesday at market appointments in their showroom. They said they plan to see all their customers and then the collection goes to Paris for their international accounts.

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