Beauty

MAC Starts New Initiative to Sponsor Pre-Season Shows Abroad

The makeup giant continues to reign in the fashion industry.

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MAC Starts New Initiative to Sponsor Pre-Season Shows Abroad

The makeup giant continues to reign in the fashion industry.

Expanding on it longstanding relationship with the fashion industry, MAC Cosmetics has launched a new initiative to strengthen that bond by sponsoring pre-season shows abroad. Providing makeup for more than 800 shows annually, MAC’s new initiative will integrate its involvement even more for certain designers. This move sprouts from the brand’s realization of the progressive nature of the fashion calendar and the emerging emphasis on pre-season international shows. John Demsey, group president of MAC’s parent company Estée Lauder expressed, “The idea of supporting fashion wherever fashion takes place on whatever schedule it takes place is part of the new realities of the world right now. Pre-collections are as big, if not bigger, than fashion collections.”

Starting with Proenza Schouler’s upcoming cruise 2017 show in Paris, MAC states that this initiative is not exclusive to American labels and couture week. Demsey added, “The fashion initiative focuses on organically supporting business growth for all designers, not just American, by offering the opportunity to show outside of their home market. It’s only couture week for now, but with the ever-changing fashion landscape [and] the desire to show collections on an alternative calendar increasing, who knows what the future holds?”

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