Rebecca Minkoff is the latest designer to ditch New York Fashion Week — at least for next season. Tom Ford, Tommy Hilfiger, and Rachel Zoe have all announced that they’ll be holding their runway shows in Los Angeles come February, and today Women’s Wear Daily says Minkoff is joining the fray. She will show at one of L.A.’s most recognizable destinations, the Grove, on February 4.
The show will be a California-themed “runway-to-retail experience” in line with her previous see-now, buy-now outings, per the report. She will partner with yet-to-be-announced brands that have stores at the Grove. She will also open a monthlong pop-up shop there. Company CEO Uri Minkoff told WWD that Los Angeles is one of the brand’s biggest markets; the chance to ditch freezing New York in February probably doesn’t hurt, either.