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Anya Hindmarch moves away from catwalks

Lauretta Roberts
13 December 2017

Anya Hindmarch is the latest designer to shake up her approach to catwalks. The British luxury designer has announced she is moving away from the runway in favour of staging creative "happenings" four times a year.

According to WWD, Hindmarch will trial the first new format, customer facing (or see now, buy now) event at London Fashion Week in February where she will show the Spring 2018 collection.

She told the publication that she and her team had been considering shifting the format for some time as the traditional fashion calendar of showing a collection twice a year six months ahead  “can be old-fashioned in some respects”.

The news comes a day after Paris-based Australian luxury brand Ellery announced that it was bringing its shows forward by showing at Paris Couture Fashion Week in January, as opposed to the ready-to-wear Paris Fashion Week in March, as it wanted to give its ateliers and designers more time to create its collections.

Founder Kym Ellery said the traditional model was designed to favour large luxury houses and wasn't appropriate for an independently funded brand. Ellery will also produce two collections a year instead of four.

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