On Tuesday, cosmetics giant MAC announced a new initiative intended to expand upon its relationship with the fashion industry. The company will sponsor pre-season shows abroad (beginning with Proenza Schouler's upcoming cruise 2017 show in Paris that will coincide with couture week) for labels that may not normally have the opportunity to present in an international market.
MAC's partnership with the runway has historically been a close one — the brand provides makeup backstage at more than 800 shows every year — but this new initiative will make the company's involvement even more integral for certain designers. After recognizing the evolving nature of the fashion calendar and growing importance of pre-season international shows, MAC saw an opportunity to help designers grow their global reach. "The idea of supporting fashion wherever fashion takes place on whatever schedule it takes place is part of the new realities of the world right now," said John Demsey, group president of Estée Lauder, which owns MAC. "Pre-collections are as big, if not bigger, than fashion collections."
Though MAC will be rolling out this new initiative first with Proenza Schouler, it won't necessarily be limited to American brands or to couture week in the future. "The fashion initiative focuses on organically supporting business growth for all designers, not just American, by offering the opportunity to show outside of their home market," said Demsey. "It's only couture week for now, but with the ever-changing fashion landscape [and] the desire to show collections on an alternative calendar increasing, who knows what the future holds?"