The Parisian brand adopted a new merchandising model for its Autumn/Winter 2021 collection, which was presented to a live audience on June 30. Instead of taking wholesale orders after the presentation, key buyers were shown the collection in January and select pieces were available for purchase immediately after the show on the brand’s direct-to-consumer channels and through its retail partners. 

In addition to the items that are already available to ship, shoppers can pre-order certain pieces, and more styles will be released throughout July. 

It’s an evolution that reflects wider trends in the market, as more brands shift away from a seasonal approach and adapt sales channels in the wake of the pandemic. Jacquemus began experimenting with pre-orders last season.