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Mugler Says ‘See You Later’ to See Now, Buy Now Model

Mugler Says ‘See You later’ to See Now, Buy Now Model

Eager to seize the cultural moment, and support its burgeoning international business, Mugler is stomping back onto the Paris Fashion Week calendar, easing up on the see now, buy now strategy it had pursued in recent years.
01 Sep 2023

The Paris-based fashion house is on the provisional schedule to unveil its spring 2024 collection on Oct. 2, part of a broader effort to scale up the business.

Led by its creative director Casey Cadwallader, Mugler plans to develop and sell four collections a year, including two new pre-collections, while reserving the see now, buy now tactic for select product drops and collaborations.

Corsin described Mugler as a brand that has always been “obsessed with culture, and culture in the moment, in the now. So when you are developing the collection six months before [presenting], it’s a little bit harder to be in that now moment.

“And creativity is something that’s so important to us — imagination, fantasy, creativity and constantly pushing the boundaries,” he added.

Corsin stressed that Mugler isn’t “rejecting” see now, buy now, but evolving it to selective use — if the brand were to launch a skiwear capsule, for example.

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Photographed by Gamma-rapho

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