Mara Hoffman wasn’t simply reluctant to predict what our lives would possibly appear as if in March or April. She conjointly had heaps of garments that either ne’er created it to stores or spent very little time on the shelves; deciding what to try and do with them felt a lot of pressing than manufacturing an entire new collection. “The idea of creating more things to alleviate USA from what we have a tendency to already have…. That’s what got us here within the initial place,” she explained, concerning fashion’s issues of excess and waste. Instead, Hoffman and her friend Rachael Wang took stock of their current inventory, then re-styled and re-contextualized it to make a glance book that reflects our current moment. In role of creating a grandiose statement concerning “what’s next,” it captures the uncertainty and therefore the “messiness,” as Hoffman place it, of right now.
In addition to creating a press release about waste and newness, this project is Hoffman’s initial experiment in a very “buy-now-wear-now” model. she’s going to release these items over the course of succeeding few months—she isn’t waiting till the spring season “starts” in February—and plans to try and do a similar along with her future collections. It’s a call created for her customer, and her next goal is to offer equally friendly prices. By trimming her brand’s wholesale accounts from a couple of hundred to merely 10, she’s assured she will be able to eliminate bound retail margins and align vogue and property in an accessible way.