Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

We need to make sense of the seasons

If the early bird catches the worm, then Christopher Kane is going to be one fat designer come the end of the spring 14 season.

His latest menswear collection, all distorted matrix computer graphics and summer-ready bright colours, is already being sold online.

Kane’s spring 14 collection went on sale in mid-November and you can buy his new printed T-shirts and sweaters at etailers such as Oki-ni and Ssense.com. Matches is even selling a pair of bright yellow cotton jersey cropped shorts. Yes, shorts - while most of us are reaching for our winter hats and gloves.

Interestingly, the new collection sits beside Kane’s autumn 13 stock, which is still being sold at full price. Clearly there is a thirst for fresh product and his customers don’t seem to mind, but it does seem odd to be selling product designed - superficially and in name at least - for spring and summer just as winter is properly arriving.

But it’s always the way. Bikinis and sandals arrive in store during chilly February, but by the time July comes around and some of us are lucky enough to seek out the summer sun, in come the winter collections.

The traditional seasonal structure is becoming less relevant and out of sync with what people actually want to buy.

With pre-collections, short-order labels, 24-hour in-store deliveries and never-out-of-stock systems, there is new product all year round, but we still pigeonhole everything into seasonal categories.

I applaud Kane for capitalising on the desire for his clothes as early as he can, but it makes me wonder when we’ll rethink the way we organise the seasons.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.