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Rag & Bone eschewing fashion shows entirely

Rag & Bone eschewing fashion shows entirely

Rag & Bone's chief executive Marcus Wainwright no longer sees the need for fashion shows.

The American fashion label was founded in 2002, building up a reputation for quality denim and controversial marketing campaigns.

While Wainwright is expanding on the brand's offerings, recently unveiling a fragrance line and signing licensing deals for eyewear, he is cutting back on the number of runway shows held entirely.

"My opinion on the importance of fashion shows has changed drastically in terms of the format, the timing and the rules that I assumed were rules. They are not rules. And learning from Donald Trump, there are no rules," he told Business of Fashion. "I don't think it speaks to consumers anymore. It doesn't feel culturally or ethically right anymore. To be honest, I don't know if I will do a show ever again."

For the upcoming New York Fashion Week, Wainwright, 42, has decided against holding a show for the Autumn/Winter Fall 2017 collection but will instead throw a party on Thursday night (09Feb17) to celebrated the company's 15th anniversary.

As well as rejecting the notion of runway shows, the British designer is also opposed to the see now, buy now business model being adopted by brands such as Burberry, Tom Ford and Tommy Hilfiger.

"To do it the way people are currently doing it means that you have to buy up front," said Wainwright. "And then show it and sell. There is a reason you have to wait for a table in a great restaurant, a new Ferrari... There is a functional reason - good quality takes a long time to make."

Going forward, a focus on quality remains key to Rag & Bone, with the company having most garments manufactured in Los Angeles or New York City's Garment District.

And Wainwright is happy to continue with his strategy of offering up monthly drops in store to keep up newness.

"Delivering winter clothes in July is just stupid," he shared. "We design it to months. Because otherwise you just get caught up in this fashion system that doesn't really actually work."

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