Fashion brands are under increasing pressure to adjust seasonal collections as climate change leads to warmer autumns and delayed demand for winter apparel. Stocking heavy coats during unseasonably warm weather increases the risk of unsold inventory because consumers often postpone purchases.
This disconnect was evident at Paris Fashion Week, where temperatures reached 28°C as luxury brands unveiled new collections. These conditions underscore the challenge for an industry reliant on predictable seasonal patterns.
Winter Fashion Meets Summer Heat
Fashion retailers typically release autumn and winter collections before the colder months, expecting higher demand as temperatures drop. However, extended warm weather often delays coat and knitwear purchases, shortening the selling season.
Pau Almar, retail consultant and former Zara executive, emphasised that brands need to acknowledge this shift. 'The whole industry should realise that with climate change and higher temperatures, the time for selling coats has shifted later,' Almar told CNA.
The disconnect was clear in Paris, where guests wore sleeveless tops and mini skirts while luxury brands showcased autumn collections. Few coats appeared at the Louis Vuitton show.
Louis Vuitton ss27 pic.twitter.com/cbboLOJd91
— linda (@itgirlbackup) October 6, 2026
Show guest Suzy Buckley Woodward remarked on the unusual conditions. 'I can't believe it's October here in Paris and I was wishing I brought some of my summer clothes from Miami,' she said. 'My sales associate was putting a lot of coats in front of me for the show, and I said that's gonna be a waste because I think it's very unlikely that I'll need a coat for the show.'
Designers Adjust to Heat
Changing weather patterns are also influencing designers' approaches. Louis Vuitton womenswear designer Nicolas Ghesquière stated that Europe's record heatwaves had a 'strong influence' on the brand's Spring/Summer 2027 collection, which featured lightweight fabrics and airy designs.
'The focus was on how do you do clothes that are like swimwear almost, like a second skin,' Ghesquière told reporters after the show. His comments illustrate how designers adapt to conditions that make lightweight, breathable clothing more relevant.
Louis Vuitton SS27 feels like Nicolas Ghesquière moving towards simplicity on the surface, while remaining complex in craftmanship. As he puts it, “the work behind this construction” is extremely complex #pfw pic.twitter.com/mxLbvgR8cW
— hionfashion (@hionfashion) October 6, 2026
Brands must also review delivery schedules and order quantities as colder weather becomes less predictable. Fashion influencer Snehal Babani, who attended the Hermès runway show, questioned the relevance of seasonal labels given current weather patterns. 'If the summers are getting hotter, the line between spring/summer and fall/winter will get really blurred,' he said.
Retailers Face Stock Risks
Delayed demand presents challenges for retailers beyond normal seasonal changes. Because retailers order winter clothing in advance, extended warm weather slows inventory turnover. Many shoppers wait for Black Friday discounts before buying coats, which further pressures profits. Since outerwear is high-margin, delayed sales significantly impact retailers that depend on winter clothing.
Retailers may need to adjust purchasing schedules, enhance demand forecasting, and offer more transitional clothing to address changing temperatures. However, these steps cannot remove the uncertainty of long-term weather forecasts.
This uncertainty contributes to fashion's overproduction issue. Lombard Odier estimates that up to 30% of new clothing remains unsold. Although climate change is not the sole factor, unpredictable demand makes it harder for brands to match production to sales.
Climate Pressure Extends Beyond Retail
Unsold clothing carries environmental costs because its production consumes raw materials, energy, and water. The European Union now restricts large enterprises from destroying unsold apparel and footwear under its Ecodesign for Sustainable Products Regulation, with limited exemptions. Medium-sized enterprises will be subject to these rules in 2030.
Reducing waste addresses only part of the industry's climate challenge. Extreme heat worsens manufacturing conditions, affects workers, and threatens raw material supplies.
remember
— Justin Case (@Invisigoth_Juan) October 8, 2026
in chile there is a "graveyard"
of second hand and unsold clothing
in the atacama desert
called the Atacama Desert's Graveyard of Fast Fashion
they get so much clothing imported, that they just dump it in the desert
so where are the commie environmentalists?
of… pic.twitter.com/0MnTlbOI4w
Marie Claire reported that garment factory temperatures reached 38°C during heatwaves in and around Dhaka, Bangladesh. Women in Indian factories also limited water intake and restroom breaks to meet production targets.
The Lombard Odier report notes that heat and drought threaten cotton production, while extreme weather and supply chain disruptions raise manufacturing costs. These pressures underscore a broader challenge for fashion brands: adapting to shifting consumer demand while managing climate-related risks to people, materials, and supply chains.
Fashion's Seasonal Calendar Shifts
The 28°C temperatures during Paris Fashion Week illustrate why the traditional separation between spring/summer and autumn/winter clothing is misaligned with actual conditions. Brands may need to reconsider the timing of winter releases, stock orders, and whether more versatile clothing can meet consumer needs across varying temperatures.
By adapting designs and production plans, brands can limit excess stock, protect profits, and reduce waste. However, current evidence does not suggest that seasonal collections will disappear. Instead, climate change is making the timing of fashion sales less predictable.
