Wednesday, February 12, 2020

Ralph Lauren To Unveil AW20 Collection In A “Special Show” In April

Legendary American fashion designer – and now Honorary Knight Commander of the Most Excellent Order of the British Empire – Ralph Lauren, has announced that he will stage a “special show” to unveil his autumn/winter 2020 collection in April in New York. The exact date and location are as yet unspecified.

Following recent successful showcases including an emotional 50th Anniversary tribute in Central Park and a star-studded “Ralph’s Club” presentation for autumn/winter 2019 (which saw the Hadid sisters and Joan Smalls dressed in sharp tuxedos and sequined gowns), it seems Lauren is keen to amplify the conventional fashion show by pulling off spectacles that wow industry insiders and consumers alike. 

The traditional fashion show has been through a period of change, the most notable disruption being the introduction of the “see now, buy now” model. Ralph Lauren shifted to the shoppable show in 2016, joining the likes of Rebecca Minkoff and Tommy Hilfiger. The announcement of this “special show” for autumn/winter 2020 suggests he is extricating the brand from this routine.
Ralph Lauren autumn/winter 2019

A spokesperson for the brand revealed to British Vogue that, for Ralph Lauren, “developing unique experiential shows continues to be a primary focus for the brand to engage consumers, maintain a series of freshness and add an element of surprise” adding “the brand continues to create special and unforgettable experiences that bring the world of Ralph Lauren to life”. If last season is anything to go by, the event is sure to be unmissable.

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