GENDER-BENDING: Marcelo Burlon is joining the ranks of designers updating their show schedules.
“We sat down and we tried to figure out the best way to reorganize our shows and optimize the budgets we allocate to brand image, development and communication — also considering what other brands like Tom Ford and Burberry are doing,” Burlon told WWD.
Instead of hosting a women’s runway show, this season the designer, who presented a large part of his women’s collection on the men’s catwalk last January, will shoot a look book and a video to be sent to journalists and shared on social media.
“We were born with social media and for us they are fundamental communication tools,” said Burlon, who added that the collections will continue coming out in stores with traditional timing.
The designer also said that starting in June, most of County of Milan’s women’s collection will be shown with men’s wear.