The ‘see-now-buy-now’ concept emerged a couple of years ago, turning the fashion world – especially retail – upside down. After a couple of seasons though, several brands who jumped into the trend decided to step back and return to the classical schedule of selling the clothes six months after presenting them. However, artist-cum-fashion-designer Patrick Church is now getting on board because he believes “that this new approach to selling our product is relevant to the times as well as our brand.” And so, on February 7, right after presenting his collection in New York – where he’s based –, the clothes will be online on his website.
“Instead of showing a collection that would not be available for another six months, I have decided to have my new pieces for sale online straight away”, the British artist explains on his latest Instagram post. “Our clients are the most important thing to us and listening to their feedback, we realised that this direct-to-consumer model will work best of us as a brand”, he concludes. Thus, you won’t have to wait a bit to get your hands on his new collection, titled Land of My Dreams, inspired and heavily influenced by the nostalgia of the ‘70s and his visits to Miami, where he feels inspired “by the aesthetic and energy”, Church says. From opulent floor-length ostrich feather robes and dresses to embellished denim to his coveted hand-painted leather pieces, Patrick’s new collection is a continuation of previous seasons, characterized by the prints taken from his paintings and drawings. In addition to those, he’s included seven new styles of his briefs – a staple piece of the brand – and has also entered the world of homeware with a handful of throw pillows and comforters.
