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Must Read: Gosha Rubchinskiy to Launch First Fragrance, Cara Delevingne Fronts Campaign for Women's Health Awareness

Plus, Marc Jacobs changes his spring 2017 show time and venue.
Gosha Rubchinskiy at his spring 2017 menswear show. Photo: Imaxtree

Gosha Rubchinskiy at his spring 2017 menswear show. Photo: Imaxtree

These are the stories making headlines on Monday.

Gosha Rubchinskiy teams up with Comme des Garçons for debut fragrance
The Russian menswear designer is working with Comme des Garçons (who support his eponymous label) on a debut fragrance that could be hitting shelves as soon as next month, according to sources. What do you think the enigmatic eau will smell like? Sound off in the comments below. {WWD}

Cara Delevingne fronts campaign to promote gynecological health awareness
The model is the new face of Lady Garden, a British campaign run by a group of women that includes her sister, Chloe, who founded the Gynecological Cancer Fund after experiencing a scare with a pre-cancerous cell. In addition to fronting the campaign, Delevingne also appears on the cover of The Sunday Times Style magazine wearing a Lady Garden sweatshirt that is available at Topshop, with thirty percent of each sale going to the fund. "She was very brave and spoke about it," says the model, referring to her older sister. "It takes a lot of courage to talk about things like this. I think women need to be braver about it because otherwise people can be affected." {WWD}

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Marc Jacobs shakes up his spring 2017 show time and location
Instead of returning to his usual show venues (the Park and Lexington Avenue armories) after mixing things up at the Ziegfeld Theatre last season, the designer has announced that he will be staging his spring 2017 runway show at the Hammerstein Ballroom. Jacobs's show is usually the very last one on the last day of NYFW, but this season he's also moving it back to a 2pm time slot. What sort of daytime antics does the designer have up his (very stylish) sleeve? Only time will tell. {WWD}

Turns out luxury shoppers aren't Good Samaritans
In a recent study conducted in Paris, social scientists sought to determine how environmental cues affect people's inclination to offer help by staging women exhibiting obvious need of assistance. Volunteers outside designer boutiques — including Chanel, Prada and Versace — wore crutches and dropped their belongings while others asked to borrow a cellphone, or temporarily watch someone in a wheelchair. The results?  While 77.5 percent of shoppers in "ordinary" stores pitched in, only 35 percent of luxury clients did the same. Quel dommage. {Fortune}

How social media took down the fashion show
It's been said time and time again: With the advent of social media, designers and brands are now looking for their show/party/social gathering of any kind to become a viral hit, doing away with the established proceeding of the traditional fashion show. "Designers are now having to build brands,” said Laurie DeJong, the owner of LDJ Productions, New York Fashion Week's production company. "It's no longer only about the color or the shape of the clothes, it's the overall world of the brand." {Glossy}

When's the last time you paid full-price for Gap?
Probably a long time, right? That's because the retail group (which includes Banana Republic, Athleta and Old Navy) along with a newly revamped Abercrombie & Fitch are both suffering from a discount rut. "Gap's out-the-door price was 31 percent lower than the full price, and Abercrombie's out-the door price was 25 percent lower than full price," reads a new report by Credit Suisse. Factors like the rise of fast-fashion stores — which offer customers trendy styles on the cheap — and quality of merchandise contribute to the retailer's dependance on slashing prices. {Business Insider

Jason Wu partners with The Woolmark Company
The Australian non-profit organization announced Monday that the designer has been appointed as an ambassador for Merino wool, which will feature prominently in his upcoming spring 2017 collection. (Yes, you read that correctly — wool for spring.) "Merino wool has always played an integral role in my designs," said Wu via press release. "Partnering with The Woolmark Company really allowed me to further explore and develop wool for summer. What my collection does is push the boundaries with conventional seasons, creating year-round luxurious pieces." {Fashionista Inbox}

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