The group of designers and retailers, including Altuzarra, Harvey Nichols and Marine Serre are addressing the problems in the fashion calendar.

Belgian designer&nbsp;Dries van Noten&nbsp;is leading a group of designers&nbsp;who are pressuring the fashion industry to reshape the system of launching collections in-stores and end-of-seasons&nbsp;sales. The proposal&#39;s aim is to&nbsp;adjust collections timeline with the real need of consumers and to end the early sales markdown.

In a Zoom call, designer Dries van Noten, Lane Crawford chief executive&nbsp;Andrew Keith&nbsp;and Altuzarra chief executive&nbsp;Shira Sue Carmi&nbsp;hopes to shift the entire fashion calendar.

Just yesterday, they released an open letter calling for the industry to realign fashion deliveries with real-world seasons and push back markdowns. Fall/Winter collections would be kept in stores from August to January and the Spring/Summer collections would remain from February to July, to coincide with the actual beginning and end of the seasons in Europe, while keeping&nbsp;the sales period at the end of the seasons, in January and&nbsp;July months.

&nbsp;

&ldquo;It is not normal to buy winter clothes in May. It doesn&#39;t make sense to me,&nbsp;&rdquo;&nbsp;said Dries Van Noten in the Zoom meeting,&nbsp;&ldquo;It&rsquo;s not normal to work with the design team on a collection that hits the shop floor one month and a half before it&rsquo;s discounted at 50 per cent.&rdquo;

Signatories to the letter include a lengthy cross-section of industry players, from&nbsp;Marine Serre, Craig Green, Gabriela Hearst&nbsp;and&nbsp;Mary Katrantzou,&nbsp;to retailers such as Nordstrom, Bergdorf Goodman, Holt Renfrew, Mytheresa, Harvey Nichols, Tory Burch and Pierre-Yves Roussel.

The group has posted the petition online at ForumLetter.org and is calling for more signatures in an informal display of unity.

Dries Van Noten leads petition to change fashion calendar and deliveries

Tags

Recommended posts for you

Fashion

Get warm and cosy with UNIQLO’s Fall/Winter 2024 Knitwear

Fashion

UNIQLO’s Sport Utility Wear elevates your every move

Fashion

A gift guide for the Hermès lover

Fashion

Dior Lady Art #4 has landed in The Starhill KL

Fashion

Here’s what to look out for when you shop at The Starhill KL

Dining

What to feast on at The Starhill Gallery at the New Year's weekend

Arts, Culture & Lifestyle

The Starhill KL is the hub of arts and coffee

Fashion

Ethereal Dreamscape: Venture into a visionary utopia alongside model Acacia