The Italian luxury company first went co-ed in September, with a show marking the brand’s 50th anniversary and celebrating Tomas Maier’s 15th anniversary as creative director.
Maier, however, is not embracing the see-now, buy-now format. During the WWD CEO Summit in October, the designer said, “We make a product that is very particular and difficult to make. It’s a product that is a pleasure to wait for. It takes time to be made. It’s a pleasure to order; it’s a pleasure to wait for it. But that said, I think it’s very important to be close to the customer. The customer doesn’t like the feeling of frustration. To show things on the runway that are not available afterwards in the store … it needs to be there in the store. A way to get around that is to have trunk shows.”
Gucci, Dsquared2, Burberry and Tom Ford are among other brands that have opted for co-ed shows.