In a global market, the very notion of universal fashion seasons, followed by brands, retailers and consumers around the world, is nonsensical in the first place.
The modern fashion industry is a European invention and fashion seasons were originally conceived for European weather patterns.
And, today, shoppers from Asia, the Middle East, Africa and Latin America collectively account for the majority of global luxury sales.
Yet, fashion seasons are often out of sync with the climates in their countries.
As the fashion industry debates the merits of the traditional fashion calendar, surely a sensible starting point is dropping the fiction of universal fashion seasons in the first place.

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