Top image: Saint Laurent SS20 from HERO 23, photography by Victor Demarchelier / fashion by Paul Sinclaire

Saint Laurent has announced that it will move off-schedule for the remainder of 2020.

In tune with ongoing conversations around the fashion calendar – talks that started before the current pandemic but have since evolved significantly – the Parisian fashion house’s bold move signals a new strategy that follows its recent off-schedule shows: SS19 menswear collection in New York and SS20 in Malibu.

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Conscient de la conjoncture actuelle et des changements radicaux qu’elle induit, Saint Laurent prend la décision de repenser son approche au temps et d’instaurer son propre calendrier. Aujourd’hui plus que jamais, la marque contrôlera sa périodicité et légitimera la valeur du temps, à son rythme, tout en privilégiant le rapport aux personnes et à leur quotidien. De ce fait, Saint Laurent ne présentera pas ses collections dans le cadre des calendriers officiels de l’année 2020. Saint Laurent décidera de son agenda et ses lancements suivront un plan optimisé et guidé par les besoins de la créativité.

A post shared by SAINT LAURENT (@ysl) on Apr 27, 2020 at 11:18am PDT

“Now more than ever, the brand will lead its own rhythm, legitimating the value of time and connecting with people globally by getting closer to them in their own space and lives,” says an accompanying press release. “Saint Laurent will take ownership of its calendar and launch its collections following a plan conceived with an up-to-date perspective, driven by creativity.”

The Covid-19 pandemic has given the fashion industry time to reflect and reevaluate its structure and movements. Men’s Fashion Week has already been cancelled, the British Fashion Council recently announced their plans to take London Fashion Week digital and gender-neutral, and many other international fashion weeks are moving their schedule online. Saint Laurent has made its move, let’s see who follows.