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marios schwab swaps catwalk for presentation

The designer wants a more intimate setting to show off his collection’s detail and craftsmanship.

by Stuart Brumfitt
|
17 December 2014, 2:55pm

photography mitchell sams

Designer Marios Schwab has announced that he will be sashaying away from a catwalk show next year, instead deciding to exhibit the label's artisanal roots through a series of intimate appointments for the AW15 collection launch.A key edit of wardrobe pieces will be created, with emphasis placed on the label's signature cocktail and eveningwear.

Schwab revealed, "The idea of building a more personal and captivating environment for my collections is really important to me. Every garment has its own story and I want to open up a more personal dialogue that will allow viewers to explore and experience each piece in a way that feels authentic."

He will be developing his in-house atelier, allowing for exclusive interaction with key retailers where he can offer a personal insight into the narrative of the label, providing clients, press and buyers with a closer glimpse at the detail and craftsmanship.

Does Marios's move signal a step-away from traditional catwalk shows? It's a debate Anders Christian Madsen and Dean Kissick recently had on i-D.