Rixo moves to monthly drop model

London-based fashion label Rixo has unveiled that it is moving away fromthe traditional fashion calendar to produce seasonal collections and willinstead move to a drop model format.

Rixo stated that going forward it would choose to deliver pieces bymonthly drops in an effort “to drive even more timely, conscious andconsidered production”.

The contemporary womenswear brand launched its first official monthlydrop, its January 2021 collection, with a digital presentation duringCopenhagen Fashion Week’s new hybrid format.

The digital short film featured a mix of video and still imagery andincludes four Scandinavian influencers, Marianne Theodorsen, Sara Flaaen,Nnenna Echem and Nicole Huisman, described by the brand as foundersHenrietta Rix and Orlagh McCloskey’s “favourite Scandinavian women” wearinghero pieces from the January 2021 drop.

The aim of the film was to allow each influencer the chance to showcaseRixo’s new product drop in “their own way,” explained the brand in a waythat was “candid, minimalistic and elegant”. With each influencer choosinga piece to wear from the collection that made them feel “most comfortableand empowered”.

The collection itself showcased blooming prints for January 2021, with amulticoloured tie-dye 'Spring Meadow’ print contrasted against navy, greenand mustard gingham check prints. There is a mix of dresses and separatesas well as knitwear pieces, featuring details including exaggeratedprairie-inspired collars, intricate embroidery, keyhole necklines, prettypuffed sleeves and full of frills.

Rixo to step away from traditional fashion calendar with monthly dropmodel

Rixo co-founders, Henrietta Rix and Orlagh McCloskey said in astatement: “We’re so thrilled to be part of the official Copenhagen FashionWeek schedule. It was the perfect place to reveal our move to monthly drops– an effort we decided to take to ensure that as a business we can be moreagile and produce in an even more considered and sustainable way.

“Scandinavian women and their style to us is completely empowered andelegant - we couldn’t wish for more perfect group of women than those whofeatured to take part in our digital showcase film to unveil our upcomingpieces.”

There have been many discussion around the current fashion calendar,amplified with the current coronavirus crisis, and Rixo isn’t the first tosuggest a new way of doing things going forward. The British label, a firmfavourite on the London Fashion Week schedule has already experimented withcapsule see-now-buy-now collections, alongside larger collection drops.

The brand explained that the success from those see-now-buy-nowcollections meant it made sense to move to a monthly drop model where theycould better edit and time the drop of new products.

This doesn’t mean that Rixo will not present at another fashion week,instead, the brand announced that it will show in their usual LondonFashion Week slot come September, where they will unveil their March 2021monthly drop.

All pieces shown in Rixo’s Copenhagen Fashion Week film will be stockedonline and in-store with Rixo and global wholesale partners, includingNet-a-porter, Harrods, Selfridges, Galeries Lafayette and Moda Operandi,from January 2021. Prices range from 85 pounds for the Abby shirt to 355pounds for the Marlow knit dress.

Images: courtesy of Rixo