Coming back at a time when the industry has reached saturation point in terms of exposure, Ford decided to keep the whole thing under wraps.
Other than Terry Richardson, who played house photographer for the evening, there were no cameras allowed.
There was no live streaming on the internet, no images released.
Even guests were banned from taking pictures on their phones (and any leaks promptly removed from Twitter accounts the next day).
'I've been perplexed being out of fashion when I would see a real designer collection, or couture collection, was being streamed live over the internet, ' Ford says.
Louis Vuitton Suhali Leather think it's pointless.
Now listen, if I could have my clothes in stores within a month I would have them on the internet immediately, but because I can't have them in a store for five months, why should they go on the internet? Why should I help H& M figure out that leopard is the right thing for the season? 'Of course, the lock-down nature of the show only helped to create an unprecedented amount of buzz (no one can choreograph fever-pitch excitement quite like Ford), but his concerns about fashion's overexposure are timely when many designers are questioning louis vuitton replica bags high-speed, trend-chasing nature of the business.
Images of his collection are being released just as women are starting to think about what to buy in the new season, and actresses on red carpets will only be seen in the clothes a month or two before they are available.
'The clothes will hopefully still seem fresh.
They won't be overexposed, you will still be able to get excited, ' he says.
Fashion's obsession with the new was, of course, something that ford helped to propel during his time at Gucci and YSL, where his seasonal missives spread into global trends like Louis Vuitton Galliera gm - an irony not lost on the designer: `You know, it was a different time, a different place.
We were democratizing luxury.
My company now is the opposite of that.
The pendulum has swung back, and we are trying to really service the customer and make things that have an intrinsic value.
' For Ford, that means old-world glamour, beautifully executed.
The new collection features plenty of slick, elegant tailoring, including the fabulous cream trouser suitmodel led by Hutton in his show, and a black leopard-print suit worn by Amber Valletta.
Many of these tailored styles nod to his.
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