Pre-fall collections bridge the gap between spring/summer and autumn/winter collections, a way of giving the industry a taster before the autumn/winter collection drops.
These collections have been gaining momentum over the last couple of years, gaining more coverage by blogs and the industry with companies such as Browns spending 70% of its budget on it, rather than waiting for the full collection. But why is this I hear you say? Is it an excuse for fashion to be shown more than just the September and January fashion weeks or just to earn them some more dosh?
Typically pre-fall collections hit the shops in May compared to Fall which is in September. (This can be earlier depending on our english summer time which we all know is so unpredictable.) According to an article in the Telegraph, Pre fall collections are a way of feeding the hungry fashionistas appetites, as waiting 6 months between collections is just not an option. However it is not primarily to show the up coming trends, but for designers to play around with what may be coming in the full Fall collection and to create anticipation for the industry.
Of course you wouldn't be in business if you didn't care about the financial side. So of course this is a way of making more money. Although on a much smaller scale than the full autumn collections, its a way to fill the shelves and sell at full price while summer stock is on sale. This is a way of boosting revenue between seasons, when they usually is a lag. Browns have clearly cottoned onto this as I said, they use 70% on their budget on investing in Pre-fall. Michael Kors told Vogue: 'It's become the season you sell the most clothes.' Clearly a big fan of Pre-fall.
Pre-fall consequently lands itself between the time of the Golden Globes and and The Academy Awards which means only one thing - there are celebrities to be dressed.
Golden Globes 2013
Marion Cotilla wearing Christian Dior Pre-fall
Amanda Seyfried wearing Zac Posen Pre-fall
It's almost a sport for hard core fashion critics to guess who's going to be wearing what once Pre-fall has been released. With all this said, Pre-fall is definitely making its mark as something not to be messed with. It's seems to be a lot more important to the industry than I first thought, whether it be to predict trends, curve the hunger of those desperate fashionistas or just a myriad of choices for celebrities. So, if this Pre-fall season indicates what fall has to offer, expect lady-like suits, more leather, and lots of scottish tartan!
