Ellery announces move to Paris Haute Couture Week schedule

Ellery announces move to Paris Haute Couture Week schedule

Text: Maddison Glendinning

Image: Imaxtree

Fashion is playing a (stylish) game of musical chairs at present with Australian brand Ellery the latest to announce changes to its fashion week schedule. Here's what you need to know...

Once upon a time, fashion week happened across a four week period with brands set on showing in a certain city. Now, thanks to the introduction of the 'see now, buy now' format, as well as co-ed presentations, the format we once knew is no longer. Earlier this week Vetements announced it would stage its first co-ed show during Men's Fashion Week in Paris (following on from Salvatore Ferragamo's announcement that it would do the same) and the Council of Fashion Designers of America (CFDA) revealed overnight that the New York Fashion Week (NYFW) schedule will be adapted from 2018 to include menswear in the same week as the women's presentations. 

Today, fash pack go-to brand Ellery has announced it will show its next collection on the couture week calendar on January 25 in Paris instead of during ready-to-wear. The move, according to WWD, is part of the Australian brand's new strategy whereby it will only design two collections a year to be released in four drops. Though the runway will take place during couture, the brand is reportedly still planning to hold an event during the ready-to-wear week. 

Designer Kym Ellery told the site that she wants "to rediscover the feeling that I had 10 years ago when I start Ellery. I want to bring back the dream. As an independent, self-financed growing brand, it is too difficult to chase after a schedule determined by vertical super brands. As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create." 

Also, find out where Gucci will hold its Cruise 2019 presentation.