Each year, MAC Cosmetics participates in 23 Fashion Weeks and approximately
850 shows around the world providing makeup artistry and product support
backstage, but the company also provides support in a myriad of other
channels.
For example MAC sponsored the premiere of the documentary Jeremy Scott: The
People’s Designer in Paris last September. It is also a financial supporter
for London Fashion Week and underwriter of the CFDA/Vogue Fashion Fund, the
CFDA Fashion Incubator.
The latest benefactor of MAC’s endorsements is American brand Proenza
Schouler, who under MAC’s financial wings will be showcasing its Resort
2016/17 in Paris next week during haute couture season.
The aim of the collaboration and showing in Paris is for Proenza Schouler
to broaden the audience for its Resort and pre collections, ultimately to
expand and grow its wholesale and retail businesses.
While the collection will be unveiled in an intimate salon atmosphere, all
images have been embargoed until the collection will be available in-store
later this year. That means journalists are not allowed to post any photos
on social media, nor release images of the collection.
“The idea of supporting fashion wherever fashion takes place on whatever
schedule it takes place is part of the new realities of the world right
now,” John Demsey, executive group president of Estée Lauder Companies
which owns MAC Cosmetics told The Business of Fashion. “Pre-collections are
as big, if not bigger, than fashion collections.”
Image:Proenza Schouler MAC collaboration, proenzaschouler.com