Alexander Wang is skipping his pre-fall show in December in favour of "something bigger" to celebrate his brand's 15th anniversary in 2020.
The 35-year-old designer has taken the difficult decision to avoid the lucrative off-season schedule in order to focus on the exciting milestone.
"A show in December felt like it maybe wasn't the best place to put our focus. I don't want to say that this is a decision that means we won't return to a fashion show again, or that we don't believe in the format, but it just felt like the right moment for us to do something different," Wang told Vogue.com.
The American designer explained that the 15th anniversary show next year will bring together his previous fashion shows - such as when comedian Pete Davidson made his catwalk debut in New York in June - and make it an experience for the audience.
"It was always more than just a fashion show. We want to be able to look at this from a different point of view that will allow us to be a little more experimental. That's really where the intention to do something bigger next year came from," he shared.
Wang is brainstorming new ways to connect with his loyal customer base and his fans and stated that product wasn't necessarily his top priority.
"I said to the team: 'It doesn't even matter if we're showing product,'" he stated. "I think that today, the relationship between brand and customer is much deeper than that. At the end of the day I think that anyone can buy product anywhere. We want to be deeper than that. I think it's more important to build and establish our roots so that we can be around for another 15 years, that is really my main message."
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