Fashion week was traditionally when brands would show collections that wouldn't be shoppable for months, but lately, the whole see now, buy now thing is really gaining ground. It's gone from an affectation of forward-thinking indie brands to a mainstream move, with some of the biggest names around now offering a retail component to their fashion week plans. Below, our running list of all the instant gratification collections to hit the runway this season:
WHO: Banana Republic
Brand ambassador Olivia Palermo curated a range of the newest spring collection that became available online immediately following the presentation. While there's plenty of warm-weather wear, certain pieces could be worn now (especially if you copy Olivia's lead and turn a dress into a flowing top).
WHO: Michael Kors
Kors is sticking with the traditional one-season-ahead approach, but is still letting customers start shopping with a range of curated spring '17 pieces online. Some of the options are decidedly summery, but others feel ready to be worn in the very near future (including the sweater seen below).
WHO: Ralph Lauren
When the storied New York house shows during its regular Wednesday spot, there will be a new option afoot: Everything will be able to buy immediately in stores, online, and at select boutiques around the world.
WHO: Rebecca Minkoff
Minkoff chose to show current-season fall 2016 pieces, not spring 2017 as tradition would dictate, pushing pieces that were already tagged and ready for buying (to wit, she showed on the cobblestones in front of her Soho store, allowing invitees and everyday shoppers to step inside after to shop the pieces they'd just seen. Convenient, eh?).
WHO: Thakoon
Joining Minkoff in the realization that showing clothing for the season we're about to step into makes sense is Thakoon Panichgul. The designer used his show slot last week to present fall 2016 clothes, not spring, and then put everything on his site so fans could buy. He added a further twist too, crafting the pieces in limited quantities so when it's gone, it's gone (the mustard dress below is only available in a run of 20).
WHO: Tom Ford
Comfortable going off-the-official-path for his show venues, Ford's a designer clearly unafraid of trying new things. He's wholeheartedly embraced the see now, buy now approach. Ecommerce had his fall '16 wares as soon as they touched the runway; boutiques were turned over the night of the show so they'd be ready to welcome shoppers the next day.
WHO: Tommy Hilfiger
The hashtag says it all: #TommyNow. The designer's runway show felt like the norm, but the clothes being shown were all pure fall and ready to be added to your closet immediately afterward (including his buzzy collaboration with Gigi Hadid).
WHO: Urban Zen
Donna Karan's Urban Zen collection brooked no delay, appearing ready for sale immediately after being presented. The range can physically be purchased online and in store locations in Aspen, Manhasset, Sag Harbor, Los Angeles, and Manhattan.
Check back for other fashion week shopping news—we'll be updating as we move throughout the European shows.
