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Goodbye, see-now, buy-now business plan — hello, Los Angeles?
After one season’s experimentation with the in-season see-now, buy-now model, Tom Ford is returning to the traditional fashion calendar. However, rather than showing in London, as he has previously done, the 55-year-old is booking a permanent spot at New York Fashion Week beginning this fall for the spring 2018 season, a spokesperson for the brand confirmed to The Hollywood Reporter.
Last September, the designer-turned-director put on an intimate, dinner-and-a-show type runway presentation on the eve of NYFW (right on the heels of the Great Yeezy Fiasco of 2016), and customers were immediately able to purchase the entire collection following the presentation. He tells WWD, however, that even though “the first three weeks of September business boomed,” the spike didn’t make up for the loss of the traditional long-lead press.
But that’s not the only Tom Ford news of the day. He also revealed that he is moving his women’s design headquarters to Los Angeles, as first reported by WWD, and has signed a lease for the Regen Projects gallery, the studio formerly occupied by Hedi Slimane when he moved the Saint Laurent operation to Los Angeles from Paris in 2012.
Ford himself purchased late Bloomingdale heiress Betsy Bloomingdale’s Holmby Hills mansion for $38.75 million in December, and relocated from London to the best coast with his husband and 4-year-old son in tow. The couple will keep their London home, however, and his men’s studio will also remain in London.
Welcome to Tinseltown, Tom.
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