It's confusing sometimes, yes.
Faustregel is: fashion shows are way before the actual season, meaning, the collection for SS09 for example are presented on the runway in 2008, when it's freezing cold outside, and the fall winter collections when its summer. But as I said : this is just a faustregel^^ There are always exeptions (Especially with pre-fall, cruise etc etc) (Remember Last Berlin fashion week? that was ss09, too, and some other designers showed their collectins just one month ago)
And yes, since print ads are directly for the customer, they fit the time way more accurately than shows.
So yes, you can have hope