My inbox is being bombarded with emails from various retailers informing me of new “pre-fall” arrivals.
What is pre fall? Isnt pre fall SUMMER? Why do we need a pre-fall?
I googled and came up with this from NY MAG.
Are you ready for pre-fall? We know what you’re thinking: Is that a new season? Did the Cut make it up? Actually, no. Once mostly shown to buyers and handfuls of editors, pre-fall (like resort before it) has become a semi-official addition to the fashion calendar. The clothes are slightly more commercial than the normal ready-to-wear collections; these are mainly for the stores and the customer. The collections hit stores between May and July, filling the gap left when spring runs dry and fall is still being produced. (Previously, waiting for the season changeover in stores was brutal.) For your viewing pleasure, we have 23 pre-fall shows and presentations so far, with more coming over the next few weeks. Here, a selection of our favorite looks, from Oscar de la Renta (shown) to Chanel. Even if you’re not running to replenish your wardrobe four times a year, consider this a sneak peek to February.
I know that for some crazy reason there are times of the year where you cant find something in a store to wear the next day… Even stores like the Gap have fallen into this trap and around January/February, when there is at least 2-3 more months of winter, you cant buy a freakin sweater!
Lets see what they have in store for us (available for pre-order) at Bergdorf Goodman:
Elizabeth & James $575
Halston Heritage $365 (I saw this stuff in person, the fabric looked really cheap to me.)
I dont know about you guys, but that stuff all looks like regular FALL to me. Nothing I would be wearing in August after all my normal summer clothes get worn. Apparently Christian Louboutain has a different idea about what Pre-Fall is. He combined winter and summer textures to create this pretty unwearable bootie. Its a felt espadrille. $495.
This one was around in some other version for spring, so I dont know why its getting called pre-fall. Also the wood heel does not make this transitional to fall in my mind. Oh yea, they also cost $1785.This Sparkler from Miu Miu $675 does not look like something someone would wear in the Hamptons.
Lastly, you can try Brian Atwood’s Studded Mid Calf Boot. I dont even know where to start here. $1200.
What do you think about pre-fall? Best thing to happen to the fashion industry? Or silly marketing tool aimed at getting consumers to buy MORE crap?