It was learned today that the French brand Saint Laurent will skip next Paris Fashion Week. Thus, the brand is going to concentrate on developing its schedule for providing fashion shows and launching new collections. This approach is a necessary measure that should help the brand adapt to the “waves of radical change” caused by the outbreak of coronavirus infection worldwide.
“Now more than ever, the brand will lead its own rhythm, legitimating the value of time and connecting with people globally by getting closer to them in their own space and lives. With this strategy firmly in place, Saint Laurent will not present its collections in any of the pre-set schedules of 2020. Saint Laurent will take ownership of its calendar and launch its collections following a plan conceived with an up-to-date perspective, driven by creativity,” – says the official statement on the YSL Instagram profile.
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Next year, the brand plans to focus on advertising campaigns, as it is the most effective promotion in a crisis period.
Read all about the latest Saint Laurent spring-summer 2020 collection in our review.