ANNA MORGUN canceled all the shows and steps off the schedule

ANNA MORGUN canceled all the shows and steps off the schedule

ANNA MORGUN has announced cancelation of all the shows of the brand to the end of 2020 and plans to remove itself from the fashion calendar.

This is the first announcement that made a CEO of the brand after a long period of silence that has been caused the closure of boutiques and manufacturer process due tothe Covid 19.

“It’s a hardtime for all fashion industry and luxury retail suffers the most. It’s a time of change. Fashion houses suffer huge losses and ANNA MORGUN is not an exception. To save the brand we had to develop and to adopt anti-crisis program which implies cost reduction related to fashion show to the end of 2020” said the founder of the brand miss Morgun.

It’s well known fact that the showcased models usually high priced than the looks that haven’t been included in the runway.

“The budget of the company is significantly devastated and will be reduced. We have to sacrifice of something and the quality of our product is not the luxury that we are ready to save money. Meantime the cancelation of the shows gives us opportunity to make some of our looks more available for the customer” added designer.

Change will affect not only 2020 year but the management of the brand discusses possible removal of ANNA MORGUN from the fashion calendar. Luxury house considering the option to follow the steps the fashion giant Saint Laurent to create its own schedule.

Founder of ANNAMORGUN said: “I want to return the brand to its origin, to the moment when we were not bounded with contracts and schedule. Design is an art and needs freedom to create. We are ready to sacrifice some deals to give our costumer the real unique product which they look for and it takes time”.

These decisions show us first step towards a post coronavirus future in the industry. Will the rest of the brands follow the example of maverick Azzedine Alaїawho left fashion calendar in 1992 and will brands renew a practice of holding intimate presentations only when they will be ready to do so the future 8 moths will show.

Photo: Mahmoud Ghazal