After the Trilogy of Fashion Films, Mugler is returning to the runway – WWD

As Mugler designer Casey Cadwallader seriously heats up fashion films amid the pandemic, the French house plans to return to the Paris runways on January 26 — in a big way.

He has scheduled an 8 p.m. presentation on January 26 at Cadwallader, a sprawling cultural complex on the northeastern edge of Paris. Shop the collection now, which is slated to drop in 2023.

The event falls on the tail end of couture week in Paris this season from January 23rd to 26th, and packs some ready-to-wear events into both its regular schedule.

Details about the show’s content and format are under wraps, but it’s described by Mugler as a “new concept” and an “immersive experience across all channels and in front of a live audience.”

Mugler’s last live runway show was for the Fall 2020 season.

During the lockdown, Cadwallader conceived three fast-paced films loaded with special effects; Fierce, body-shaming fashions and cameos by the likes of Megan T. Stallion, Chloé Sevigny, Hunter Shaffer and Shalom Hallow.

The designer was impressed with how the film provided a tool for greater consumer engagement, and at the end of the three trials expressed his doubts, saying, “Go back to a simple runway show.”

“It’s not a classical throwback to the runway,” says Mugler fashion managing director Pascal Conte Jodra, noting that their films have garnered millions of views. “We’ve learned how to entertain, we’ve learned how to surprise, we’ve learned how to grab attention and delight our audience. . . . You can trust Casey to cook up the unexpected. . . . At Mugler, we take risks.”

They also hinted at a runway arrangement that was “completely different from what we’ve done before” and with the end customer firmly in mind.

He added: “Mugler has always been a popular brand and we didn’t want to keep the show to the happy few.

When Mugler first unveiled the collection in January, Conte-Jodra said it would cover winter elements and more spring-like items and a few product categories.

The house typically shows two collections a year, and plans to return to the rtw fashion program in the fall and develop its new concept.

Mugler’s return to the IRL fashion scene comes at a critical time for the brand, which is currently experiencing triple-digit growth and “very strong sales” at its online store and with select retail partners, the executive said.