Pre-fall is my favorite season. Although, when compared to the regular autumn and spring seasons, it most certainly lacks in theatrics, bold headlines, and all around attention-seeking, it is for those exact reasons that I appreciate pre-fall most. Just as couture represents fashion in its most indulgent, purest form, pre-fall is the epitome of the business part of fashion, as it exists as the most salable of all fashion seasons. The ideas woven into pre-fall collections aren't usually the most innovative or intellectual, and for that reason are normally looked at as more commercial than creative, but just think about the creativity that goes into concentrating big, abstract ideas into concrete, commercial clothes? So I may be giving designers the benefit of the doubt here (which I do rarely), but I believe that the process of watering down beautiful ideas for the sake of business is an artistically sacrificial one that deserves both recognition and appreciation. It is true that ideas are watered down for ready-to-wear (and clothes in general), but at least the grandness and attention that the major fashion weeks elicits makes up for the dullness of ideas, whereas pre-fall demands almost no attention and achieves the same level of thinned creativity.
Pre-fall is done best when it explores already introduced ideas from the regular seasons; my favorite example this season being J.W. Anderson, the abstract and inflated of last season left undone in a concise, crisp way. Relative to the fantasy "girl" that a brand ultimately creates, couture is the deepest contents of her imagination, ready to wear exists as her wardrobe when she's feeling most confident in herself, and pre-fall and resort act as what she actually wears.
photos via Vogue Runway