The timing of it all only gave designers a month to wrap up their collections, develop a new strategy, conceptualize a video or digital presentation, and share it with press, buyers, and customers.
The spring 2021 bridal season was set to take place in New York this week, but was canceled due to the coronavirus pandemic. When the Bridal Council made the announcement on March 12, it suggested designers produce video presentations or livestreams, and the CFDA echoed that statement by urging designers to “reformat live shows and presentations scheduled next month to show their newest collections digitally, or in a similar format.
Rose added that she’s offering new customization options for the gowns in her current offering; in fact, it’s possible that brides shopping later this year won’t even notice there aren’t “new” dresses to choose from. That begs the question of whether or not seasonal collections are even necessary for bridal. Wedding dresses are already quite seasonless by nature, and the made-to-measure aspect means brides always have the opportunity to cherry-pick gowns from “past seasons” if they choose.
Postponing their spring collections has also inspired some designers to implement more permanent changes going forward. Frankel confirmed that in the fall, she will officially join the ready-to-wear calendar, which takes place in February and September, as opposed to bridal’s April and October schedule; RTW also operates six months in advance, rather than a full year.
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