TWO-IN-ONE: In a business-savvy move to stay competitive, Damir Doma is merging his pre-fall and runway collections, WWD has learned. Reflecting on the strives of independent designers and a system that does not mirror the realpolitik of fashion, Doma said he will from now on present only one big collection a season, intending to make production easier and timing more relevant.
This story first appeared in the March 3, 2015 issue of WWD. Subscribe Today.
“We are not Louis Vuitton, we cannot design a line within a month. We need to find our own way and say we are not playing this game any longer. For the past two seasons, our pre-fall collection has already been bigger than our main line. This is a good way for us to deliver the collection sooner and focus entirely on the creative part,” explained Doma, who is slated to reshow his pre-fall offering on the runway on Wednesday.
Noting that selected media had already seen and reviewed the collection in January during men’s fashion week, Doma said he wanted to give the opportunity to all fashion editors and stylists to experience it up close. Buyers also placed their orders in January. Consequently, there will be no more showroom, either.
“This is a transitional season. In the future, we will create capsule collections in collaboration with artists or architects and show them during women’s fashion week,” he said.
The next full-fledged women’s lineup is slated for June, when it will be shown side by side with the brand’s new men’s offering.