Close×

Macgraw founders Beth and Tessa MacGraw have announced that their label will no longer adhere to the fashion calendar. 

The sisters have called out the rigorous fashion calendar, saying it's, "meant to serve us but stifles us instead." 

Rumblings of seasonal reductions have gained momentum in recent months, with COVID-19 forcing the global fashion industry to assess its structure among significant disruption. 

Luxury label Gucci has announced that it will revert to two collections per year, while Saint Laurent has also stated it will not follow a fixed calendar for the rest of 2020 at least. 

Speaking on leaving seasons behind, Gucci creative director and designer Alessandro Michele said it was time for change.

“I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call. We will meet just twice a year to share the chapters of a new story."

Similarly, the MacGraw sisters are positioning their collections as stories moving forward. 

"A while ago, before the virus paused everything, we stepped off this crazy carousel moving back to two collections per year...and it was surprisingly easy," they said. 

"We have never bought into this mentality and deeming stock 'old'. Our collections weave stories. 

"They take time to develop and a lot of love to produce, so why are we pushing constant newness in a system we didn't design? 

"Stories need time to breathe.” 

To celebrate this new direction, Macgraw teamed up with photographer Levon Baird to create a photo series featuring pieces from a range of collections, all shot via FaceTime. 

"This photo series is part response, part provocation, part celebration," Beth and Tessa said. 

"Call it a call for change. Call it a conversation with our customers and friends. Just don't call it new season. 

"We all wear old with new right? We all mix it up. 

"We invited women we admire to wear their old Macgraw, or choose pieces they're drawn to from any season - and style them their way. 

"Creativity has no shelf-life." 

comments powered by Disqus