The world faced a radical change since the last fashion month has come to a close. The world’s economy has transitioned to WFH-mode while perfume factories set out to make hand sanitizer, garment workshops started to sew face masks and fashion weeks began migrating to a digital landscape.

Now, brands too are starting to do their part in response to the global health crisis. Today, Saint Laurent has announced its decision to “take control of its pace and reshape its schedule” by not presenting its collections in any of the pre-set schedules of 2020.

“Now more than ever, the brand will lead its own rhythm, legitimating the value of time and connecting with people globally by getting closer to them in their own space and lives,” the label shared in a statement. “Saint Laurent will take ownership of its calendar and launch its collections following a plan conceived with an up-to-date perspective, driven by creativity.”

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Conscious of the current circumstance and its waves of radical change, Saint Laurent has decided to take control of its pace and reshape its schedule. Now more than ever, the brand will lead its own rhythm, legitimating the value of time and connecting with people globally by getting closer to them in their own space and lives. With this strategy firmly in place, Saint Laurent will not present its collections in any of the pre-set schedules of 2020. Saint Laurent will take ownership of its calendar and launch its collections following a plan conceived with an up-to-date perspective, driven by creativity.

A post shared by SAINT LAURENT (@ysl) on Apr 27, 2020 at 7:13am PDT

The brand is yet to announce what its presentation strategy will look like, but this comes in as the first decision to leave the traditional fashion calendar for an indefinite amount of time. Only time will tell if other major houses will follow suit and step outside of the fashion week system, but this measure might very well set off a chain of events that will change the concept of Fashion Week forever.