LONDON — Escada has been in the process of refreshing its image, having recruited designer Niall Sloan and introduced a new store concept on London’s Sloane Street last year.
Now, to mark this shift in direction and the brand’s 40th anniversary, the German label is planning its first runway show during New York Fashion Week, in a bid to highlight its international appeal and speak to a broader audience.
“Given all our activities around the refreshing of our brand, we felt that this was a fantastic moment to go out and join an international fashion week. We decided to go to New York because the U.S. is one of our core markets; we have been there since day one. We have a strong retail presence in the country and very strong relationships with some of the best department stores,” said Iris Epple-Righi, the brand’s chief executive officer. “We need to show the brand to a wider audience, which we wouldn’t have been able to [achieve] if we were to only do a presentation.”
The show — which will host buyers, press, as well as the brand’s most important customers from across the globe — will also offer Sloan a platform to showcase his
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