Derek Lam ditches the catwalk for spring 17
Derek Lam is swapping the catwalk for a small presentation to show his spring 17 line.
The American designer launched his eponymous label in 2003 and has been a regular fixture at New York Fashion Week ever since. However, for his next show Derek has decided to switch things up by dropping his normal Sunday event, usually held around midday, for an intimate showing at the city's Greenwich Hotel.
On 14 September (16) Derek will showcase 24 different looks, all of which he will narrate himself, to a select group of buyers and press in the hotel's penthouse.
“In this moment, when there’s so much noise, and I don’t know really what way the fashion cycle will change, this is an opportunity to be centred and think more succinctly,” he told WWD of his decision. “I can present something that is tight and nuanced and concentrate on talking about what my collection is about.”
Another aspect which informed his choice to ditch the runway is his reliance on e-commerce, which has become a valuable platform for his brand.
Derek feels catwalk photos don't always "translate" well online, and what he's looking to create for his clothing is "hero pages and editorial stories".
"Being able to reallocate some of those (runway show) dollars is a very wise and necessary choice for us," he added.
Derek's dedication to online has been evident in his recent efforts, with the designer choosing to exclusively advertise his pre-fall range on his own website.
Though he puts this decision down to being unsure about what the overall reaction to his designs would be, Derek hoped the strategy would also boost interest in the website.