"The Rules of Fashion"
I haven't done this in a while, but used to do it all the time , and I'm blaming it on the full moon. Last night I peacefully woke up in the middle of the night and couldn't get back to sleep for the life of me. As I laid in bed and thought about every detail of my past, present, and future in unnecessary detail I realized that people in this industry are kidding themselves.
"There are no rules in fashion!" That's what everyone including myself has been told up until now. I'm going to tell you while I still have my naivety that there are so many rules! And when it comes to the whole SS/ FW seasons that must be finished and ready to present by X so they can be shipped by Y and sold as of Z, there isn't even that much wiggle room.
Trying to avoid this is easy to do if you don't mind not being in stores. But buyers and shops have budgets that they allocated to their "buying season" and when the money is gone, they have to wait. This starts to get out of control because if you release a new collection a month or so after all of your target stores have finished buying, you run the risk of them not wanting to carry you again next time because your new collection will have already been on sale for 6 or 7 months and therefore lost it's lustre.
So what are you supposed to do if you're a new brand, or even an existing one that refuses to adhere to this strict schedule? Create something defining. Something that will put a nail into the coffin. Fashion weeks might be an event and everybody is in hype-mode, but after 5hrs the next hot brand is going to show their stuff, and your 6 months have become yesterdays blog post. If you can properly execute your release in the middle of July, not only does this have the rebellious "play by your own rules" factor, but you will have the entire stage to yourself.
Fashion designers may have their own deadlines to follow and play by, but artists don't. Bring your ideas to life in the right way, and the sales will follow. Not the other way around.