The iconic American fashion house, Oscar De la Renta, will be showing their entire fall collection exclusively in Vogue’s July edition. The risky but shrewd move to upset the competition has been revealed by Alex Bolen, president and chief executive officer of Oscar de la Renta, to Fashion Week Daily. “We have delivered at least of 85 percent of our pre-fall collection, and within the next few weeks we will have delivered a major portion of the runway collection,” Bolen explained, adding that the company has had a longstanding relationship with Vogue and its editor in chief, Anna Wintour. “Our business is all about getting the early sales; our customer is all about newness. And if we can be there first, we will get those sales.”

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Gemma Woodbridge
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