Why the Fashion Calendar Is Breaking (Again): Designers Ditching Seasons and Shows
Photos below via © Stella Mccartney
The fashion calendar is infamous for its predictability: fashion week after fashion week, collections presented months ahead of their release, and the seasons dictating when we are supposed to wear certain styles. But with the rise of direct-to-consumer sales, digital collections, and a globalized industry, the calendar is facing its most significant disruption in years. Designers are pushing back against the traditional structure, and they’re breaking the rules.
The Old Fashion Calendar: A Failed Model?
The traditional fashion calendar is rooted in an antiquated idea: that we need to plan months in advance for clothes that we’ll wear in the future. Collections are presented six months before they hit stores, and seasons dictate when certain styles are appropriate. This model, shaped by decades of fashion history, has started to feel increasingly disconnected from the needs and realities of modern consumers.
In 2025, the industry is reckoning with this outdated system. Designers are increasingly questioning the relevance of seasonal collections and runway shows, which often require months of preparation and expensive productions. The traditional model no longer aligns with the demands of the fashion market, and it’s clear that things must change.
The Shift Toward Seasonless Fashion
Designers are moving toward more seasonless collections, with pieces designed to be worn year-round. This shift reflects a more sustainable approach to fashion, where clothing is meant to be timeless and versatile, rather than tied to specific months on the calendar.
Rihanna’s Savage X Fenty – Rihanna’s lingerie line, shown through inclusive, body-positive runway shows, has done away with seasons altogether, releasing collections whenever she feels the moment is right.
Loewe (Jonathan Anderson) – Anderson has embraced seasonless collections with his minimalist designs, ensuring that each piece can be worn throughout the year.
Telfar – The “Bushwick Birkin” brand’s approach is rooted in inclusivity, and the collections are available at varying intervals, reflecting a shift away from the traditional fashion show and release schedule.
Stella McCartney – McCartney has been championing eco-conscious, seasonless designs for years, using sustainable materials and creating collections that transcend seasonal trends.
The Power of Digital: Breaking the Physical Show Format
The digital revolution is also forcing a rethink of the fashion show format. With more consumers purchasing directly from digital platforms, there’s less reliance on in-person fashion weeks. Designers are choosing to release collections online, with digital-first shows that allow them to reach global audiences without the pressure of live events.
Balenciaga (Demna Gvasalia) – Demna’s digital-first approach to fashion presentations, with collections released on platforms like YouTube, has broken with tradition and set the stage for a new kind of fashion engagement.
Burberry (Riccardo Tisci) – Tisci’s move toward digital-first presentations is part of a broader trend that eschews the traditional fashion show in favor of global digital releases.
Closing Thought
As fashion’s reliance on the traditional calendar weakens, we’re entering a new era: one where creativity is freed from the constraints of time and seasons. By breaking with the calendar, designers can explore new rhythms, release collections when they feel right, and engage with their audience in more meaningful ways. The future of fashion is flexible, sustainable, and truly seasonless.
Photos below via © Stella Mccartney
