From here:
“September for men’s just doesn’t really work,” MB says. “I know everyone is trying hard to figure this out, but for now July is when we’re still selling the collection. It made no sense to show in September. Men’s buyers are in town for Project; [other labels] have started doing things in July. At some point we’re going to figure it out in New York, but until then it made sense to try do something in July. The winter season isn’t so difficult.”
MB further explains that it wasn’t just the buyers who helped him make the decision to show earlier. “The editors have said to me that they’re thinking of stories right now, not in September. They come out of London, Milan and Paris with story ideas in their head. If they aren’t seeing us until three months later, we’re also missing that boat.”
MY AFFAIR WITH MICHAEL BASTIAN 