The Row Is Also Holding its Pre-Fall Imagery Until April

The New York-based brand is hot on the heels of Proenza Schouler, which made this very announcement earlier this month.
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Maura Brannigan
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The New York-based brand is hot on the heels of Proenza Schouler, which made this very announcement earlier this month.

It's been less than two weeks since Proenza Schouler announced its plans to hold the brand's pre-fall imagery until April, and now, another New York-based label is following suit. Tucked inside an invitation to The Row's pre-fall 2016 collection preview is a note that this season, The Row will be not distribute images of the collection until mid-April, when it starts hitting sales floors. While a low-resolution lookbook will be released for internal use, images will remain under embargo until the distribution date.

The fashion industry has certainly expressed a desire to change its clunky calendar system for some time, but only now are designers and organizers starting to do something about it. On Tuesday, the CFDA announced that it will examine — and potentially overhaul — the existing format of New York Fashion Week to make it more "consumer-facing." Could this mean showing collections just as they're hitting stores? Potentially, suggested CFDA Chairman Diane von Furstenberg.

As a shopper, rather than an editor, it makes sense: Consumers want to buy up The Row's latest looks right when they see them. Céline, a brand that is much in line with The Row's steeper price points, has done this for years — and it's doing okay, right?