If you've been following any of the conversations around the State of Fashion from the past year, you're probably familiar with the idea of See Now Buy Now, in which fashion brands sell parts or all of a collection in stores and online immediately following its debut on the runway.
This is a big deal for the industry mostly because it could upend the entire fashion system. Historically, shoppers have had to wait months for a runway collection to hit stores. But in an age of See Now Buy Now, a shopper could theoretically stream a show on her phone (Yeezy on TIDAL anyone?) and hours later, click to purchase. Fast fashion would no longer be a concept limited to the high street, everyone would effectively be doing it.
After seasons of experimentation and flirtation, in which brands released pieces for sale direct from the runway in small numbers, the shift is finally happening on a (somewhat) bigger scale. In truth, the fashion chatter about runway-to-retail is far bigger than the number of brands who are actually making their collections immediately shoppable. No matter, from Burberry to Tommy Hilfiger, you'll be hearing us talk about See Now Buy Now a lot this month. But the big question is, will shoppers actually buy into it? Here, a rolling month-long guide to what exactly will be for sale, starting with New York Fashion Week and going all the way through London, Milan and Paris. Happy shopping.
In its first direct-to-consumer collection, the clothes featured on the runway will be available to shop immediately after the show finale on September 18. Look for the drop at a pop-up store in the Topshop LFW show space, as well as in the flagship store on Oxford Street and online at Topshop.com.
Justin Thornton and Thea Bregazzi are dipping a toe into the pool of runway-to-consumer shows by making three total looks from its SS17 show available to buy on their ecomm site, Preenbythorntonbregazzi.com.
Fenty x Puma
Rihanna skipped the catwalk and went straight to store. Turning the release of her latest Puma collaboration into an elaborate launch event spanning New York department stores, Footlocker concept shops, and Puma.com
After kicking off the week of fashion last night, Tom Ford's autumn collection is now available on Net-a-Porter.
Hilfiger released his aw16 collection in a splashy in-season fashion show, the first ever for the brand. And it had all the talking points: Gigi Hadid (the TommyxGigi collection was among the designs on sale), a consumer-facing story (the show was open to the public), and a carnival (complete with a 40-foot ferris wheel!) Using the hashtag, #TOMMMYNOW, the extravaganza took place on Manhattan's Pier 16 with a runway show and surrounding pop-up shops. The following day, a big shopping party followed at the same location. The entire collection sis now available in stores and on tommy.com.
After debuting her first runway-to-retail collection last season, Rebecca showed her fall collection in her flagship store and livestreamed it on her ecomm site, making it all the easier for consumers to shop it immediately afterward.
The popular Canadian label turned its first ever NYFW presentation into a shoppable happening, with featured pieces going on sale in stores and its website immediately following the show.
he biggest American brand yet to commit to See Now, Buy Now, Ralph Lauren showed his collection in front of his flagship store, where the new clothes are already on sale. 'For me this is the ultimate expression of luxury - offering you every look, every accessory, every handmade detail immediately in my flagship stores around the world and online,' Lauren said in a statement. 'You are changing the way you live and the way you want to shop, and we are changing with you and for you.' We are indeed.
Inching into this Brave New World piece by piece, the SS17 BOSS show featured a bag available to buy in four colours on hugoboss.com and selected stores the world over.