Essential Duckie (via Instagram)
The fashion industry’s undergoing a massive transformation, as no one’s yet pinpointed the winning approach to unveiling collections in our post-digital world. First, it was the outdated fashion calendar that designers began rejecting, as major names announced they’d showcase their latest work in-season, as opposed to before. Now, questions surrounding volume have been raised—a point spearheaded by designer duo Duckie Brown, whose minimalist eye has seeped into their marketing tactics.
There was a point when designers felt pressured to deliver massive spectacles during Fashion Week, stretching out their lineup so the number of looks grew each season. But that attitude has subtly shifted in recent years with Duckie Brown leading the pack. The menswear stalwarts first shook up standards in fashion last February, rolling out a slim six-look show for the New York press, and now they’ve reduced the number to just one look for the upcoming season.
Described as “seasonless, genderless and sexless,” this one look—Essential Duckie—will fully encompass Duckie Brown’s larger collection, which they’ll publicly reveal when product hits stores later. Instead of a physical presentation, like in the past, Duckie Brown will have photographer Jerry Buttles capture the outfit and filmmaker Sam Cole shoot a 45-second short for social media. But for those seasoned industry staples who’re nostalgic for a pre-digital world, the menswear brand will also send out posters of Essential Duckie through USPS.
Is this the answer to fashion’s ongoing problems? Perhaps.
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