Tom Ford considering celebrity-orientated capsule collections
Tom Ford is seriously thinking about launching capsule collections to cater for his celebrity clientele.
The American fashion designer gained fame as the creative director at Gucci and Yves Saint Laurent, before launching his eponymous label in 2006. He’s also ventured into filmmaking, directing 2009’s Oscar-nominated A Single Man, and Nocturnal Animals, which received a standing ovation when it premiered at the Venice Film Festival last week (ends04Sep16). Positioning himself at the heart of celebrity culture, Ford is now considering launching new ranges for his high-end customers, who crave exclusivity.
“I’m contemplating starting, for lack of a better name, Tom Ford Atelier, because I do constantly dress celebrities,” he told Vogue.com. “I do constantly create things for Beyonce on tour, for Rihanna, so I might create capsule collections in between the (main) collections for celebrities, and then once they wear them, then put them immediately in the store.”
Ford is also adopting a “see now, buy now” model, joining the likes of Burberry and Tommy Hilfiger who are aligning their presentation and retail calendars so customers can buy pieces the moment the models step off the runway. He thinks it was quite fortuitous that he and Burberry helmer Christopher Bailey both decided to announce their schedule shake-up at the same time in February (16).
“It was funny—I had thought about it, I had done the research, we had figured out how to do it—and I panicked and didn’t do it. And then Christopher Bailey announced it, and I called him that morning and said, ‘Goddamn it, you announced this first; I’m going to do it too," he laughed.
Now, Ford’s looking forward to gauging reaction to his Fall/Winter 2017 collection when it’s shown at hotel Four Seasons New York on Wednesday night (07Sep16) as part of the city's Fashion Week.