Schiaparelli to skip couture week

Although Paris Couture Week is going digital, Schiaparelli will not be participating. Instead, the luxury will be be presenting a short film featuring a short film of creative director Daniel Rosenberry sketching outfits during quarantine in New York City. Schiaparelli isn't letting those designs go to waste though. The brand has announced they have plans to unveil a haute couture collection in Los Angeles later this fall.

In addition to shifting their couture show to Los Angeles, Schiaparelli is also beefing up their e-commerce later this fall. Schiaparelli still plans to participate in Paris Fashion Week in the fall with an intimate presentation at 21 Place Vendôme for its spring 2021 collection. Like most non-essential businesses in France, Schiaparelli had to shut down their atelier and production at the height of coronavirus, but has since resumed operations.

Los Angeles is an important target market for Schiaparelli due to the celebrity culture there. It could also lead to future red carpet opportunities for the brand as Los Angeles is home to many top celebrity stylists.

In addition to launching e-commerce, WWD reported that Schiaparelli will also be launching Instagram sales for jewelry and accessories shopping. The brand also still has plans to open a shop-in-shop at Bergdorf Goodman (lockdown delayed original June opening plans), and hopes to return to the Paris Couture calendar in 2021.

photo: via schiaparelli.com