FOUR INTO TWO: Starting in 2017, Bottega Veneta will hold two fashion shows a year, combining its women’s and men’s collections in February and September during Milan Fashion Week.
The Italian luxury company first went co-ed in September, with a show marking the brand’s 50th anniversary and celebrating Tomas Maier’s 15th anniversary as creative director.
“We conceive the collections together so it’s a natural step for us to show them together as well,” said Maier. “We are a house that caters to both genders and the collections are intended to live together in stores. It makes complete sense to show the men’s and women’s collections at the same time because they work together. I also believe less shows are probably a better thing. There are too many shows in the world of fashion.”
Maier, however, is not embracing the see-now-buy-now format. During the WWD CEO Summit in October, the designer said: “We make a product that is very particular and difficult to make. It’s a product that is a pleasure to wait for. It takes time to be made. It’s a pleasure to order, it’s a pleasure to wait for it. But that said, I think it’s very important to be close to the customer. The customer doesn’t like the feeling of frustration. To show things on the runway that are not available afterwards in the store…it needs to be there in the store. A way to get around that is to have trunk shows.”
Gucci, Dsquared2, Burberry and Tom Ford are among other brands that have opted for co-ed shows.