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FASHION WEEK IS CHANGING: DESIGNERS JOIN THE SEE NOW,BUY NOW MOVEMENT

Neon Fix

Is this the last traditional New York Fashion Week?

  Getty The traditional structure of Fashion Week is going through a major shake up. Over the last few seasons the shift in the reveal of new collections has been gradual—from designers trading in runways for Instagram-based shows to the changing of venue locations to house full-on social media blitzes—but now, seismic changes are in order. More and more brands are opting for the see now, buy now model—a structure that would have collections shown in current season rather than six months ahead of time, putting the focus of the event primarily on consumers instead of editors, buyers and stylists. The move will allow shoppers—notably those following brands on social media—to buy the collections online and in-stores the same day they hit the runway.  Industry juggernauts are already making the switch—Burberry and Tommy Hilfiger both recently announced that starting September 2016 their runway shows would be readily shoppable for consumers immediately. Similarly, Tom Ford announced that his Fall 2016 show, originally scheduled for this Thursday, would be pushed back to September 2016 to align with its retail schedule. On the other hand, Michael Kors, Rebecca Minkoff and Proenza Schouler are making the changes effective immediately by offering direct-to-consumer runways this season. Yesterday, Minkoff re-showed her Spring 2016 collection rather than Fall 2016 so that it would be ready to shop immediately. Kors will offer an edit of 'Ready to Wear, Ready to Go' pieces from his Fall 2016 collection which will be available to shop the same day of its Wednesday show online. Diane von Furstenberg also got in on the movement with her fall 2016 presentation. The CFDA president skipped the traditional runway for a model dance party presentation where shoppers could immediately buy the dress worn by Gigi Hadid. Also making a partial foray into the movement, Proenza Schouler will introduce a capsule collection titled 'Proenza Schouler Early Edition' of 10 pieces available to purchase immediately following their show on Wednesday. 

 

Getty

The traditional structure of Fashion Week is going through a major shake up. Over the last few seasons the shift in the reveal of new collections has been gradual—from designers trading in runways for Instagram-based shows to the changing of venue locations to house full-on social media blitzes—but now, seismic changes are in order.

More and more brands are opting for the see now, buy now model—a structure that would have collections shown in current season rather than six months ahead of time, putting the focus of the event primarily on consumers instead of editors, buyers and stylists. The move will allow shoppers—notably those following brands on social media—to buy the collections online and in-stores the same day they hit the runway. 

Industry juggernauts are already making the switch—Burberry and Tommy Hilfiger both recently announced that starting September 2016 their runway shows would be readily shoppable for consumers immediately. Similarly, Tom Ford announced that his Fall 2016 show, originally scheduled for this Thursday, would be pushed back to September 2016 to align with its retail schedule. On the other hand, Michael Kors, Rebecca Minkoff and Proenza Schouler are making the changes effective immediately by offering direct-to-consumer runways this season. Yesterday, Minkoff re-showed her Spring 2016 collection rather than Fall 2016 so that it would be ready to shop immediately. Kors will offer an edit of 'Ready to Wear, Ready to Go' pieces from his Fall 2016 collection which will be available to shop the same day of its Wednesday show online. Diane von Furstenberg also got in on the movement with her fall 2016 presentation. The CFDA president skipped the traditional runway for a model dance party presentation where shoppers could immediately buy the dress worn by Gigi Hadid. Also making a partial foray into the movement, Proenza Schouler will introduce a capsule collection titled 'Proenza Schouler Early Edition' of 10 pieces available to purchase immediately following their show on Wednesday.