Off-White, Ambush, Heron Preston and other brands of the Italian holding company New Guards Group are switching to an updated schedule for deliveries of collections to stores. Now the clothes will go to stores before the start of the season. The Executive Director of New Guards Group Andrea Grilli also said that Off-White will not participate in Fashion Week in September, but will present a new spring-summer 2021 collection in January in an experimental format. This will happen on the eve of the start of sales, which is scheduled for February. In the fast-paced modern world, the schedule within which a collection appears in stores four to five months after the collection is shown is divorced from the real needs of the consumer. The see-now-buy-now format is more extreme. We will do our best to minimize the gap between the presentation and launch of sales without compromising the quality of goods, ”said Grilli.
