Mugler is spearheading a new see-now-buy-now-wear-now business model.
The see-now-buy-now way of trading has been popular for the past few years, with the likes of Alexander Wang, Mulberry, and Tommy Hilfiger all previously using the direct-to-consumer initiative.
And now Mugler is getting in on the action, although the fashion house is adding its own 'wear-now' spin.
"We don't want to deceive the customer again by presenting a product that's not for sale," Pascal Conte-Jodra, managing director of Mugler, mused to WWD, adding that collections are shown too early and typically have no relation to weather conditions when presented.
"It's not that we are cutting the size and volume of collections - we are just promoting and selling them differently."
Mugler plans to present the first part of its spring collection in September, with the designs going on sale a month later.
The addition of wear-now is to distinguish the business model from previous attempts at see-now-buy-now that sold or took advance orders on clothes for future fashion seasons.
Conte-Jodra, who said the decision predated the coronavirus pandemic, joined the label in 2018 and enjoys a close working relationship with creative director Casey Cadwallader, and together, they have continued Mugler's legacy of diversity.
"It's not just a marketing tool, it's what we fight for and aim for, in terms of social engagement as well," Conte-Jodra said. "Under Casey's vision, he took that legacy and brought it to another level and you can see it within our teams, our casting. It's core with us."
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