With every passing fashion week, more and more designers are shifting gears and adopting a "See now, buy now" model—eliminating the traditional wait between runways shows and the arrival of clothes in stores or their availability for purchase online. This week, designers practicing the new trend include Tom Ford, Ralph Lauren, Michael Kors, and Rebecca Minkoff, who was one of the early adopters. It looks as though the future of fashion is rapidly becoming the present, and in honor of the sea change, we rounded up our favorite 17 items you can buy from New York Fashion Week right now.
Tommy x Gigi
This season for Tommy Hilfiger's fall show, the designer transformed New York City's South Street Seaport into a carnival, which featured a see-now, buy-now collection that was a collaboration with the ultrapopular model and social media superstar, Gigi Hadid. She opened the show and walked down that runway wearing her own designs. In attendance were press, consumers, and even Taylor Swift, all of whom then had the opportunity to purchase from the entire collection immediately, in addition to enjoying rides, burgers, lobster rolls, and even a temporary tattoo station. The collection had some strong outerwear pieces, including these two pictured above.
Rebecca Minkoff is no stranger to the see-now, buy-now format, having adopted it last season. This time around, Minkoff took her collection to the streets outside her Soho store, where she showcased her Fall/Winter '16 collection alongside a special performance from the girl-duo band Beau. It's all about the shopping experience for Minkoff, who features smart touchscreen mirrors in her dressing rooms, so she also offered a 360 virtual reality view of the show for customers who couldn't attend in person. In addition, the brand offered an online experience that allows anyone to upload an image of herself, visually try on the look that just walked down the runway, and purchase it.
After showing in London and L.A. in recent seasons, Tom Ford brought his Autumn/Winter '16 collection to New York with an intimate dinner in the former Four Seasons Restaurant space. Guests included Julianne Moore, Tom Hanks, Uma Thurman, and Alicia Keys. Soon after the show, the collection was available for purchase online. The collection included fur jackets, embellished dresses, and lots of leather.
Thakoon Panichgul presented his Fall/Winter '16 collection at a scenic waterfront in Brooklyn, N.Y. The collection featured interesting pieces designed for layering during the cooler season, plus dizzying checked patterns and plenty of autumnal colors. Here, once more, the entire collection was immediately available for purchase right on the designer's site.
Most brands that adopted the see-now, buy-now model showcased their current season for consumers to purchase immediately and wear right away. Banana Republic did it a bit differently, with the help of Olivia Palermo, its new global style ambassador. It launched an exclusive 12-piece selection of its Spring/Summer '17 collection (i.e., a season ahead) that was available for purchase right after the show.
Club Monaco presented its Fall/Winter '16 collection at New York's Grand Central Terminal, and it was the debut for their new menswear designer, Matthew Millward. The clothing featured a return to the brand's tradition of elevated classics, rich tones, and military vibes. While the women's collection took a more Victorian approach, featuring feminine pleats and ruffles, the men's looks appeared warm, cozy, and simple. Both are available now in select stores and clubmonaco.com.
Jon Targon and Scott Studenberg, 2015 CFDA finalists, are known for their gender-fluid collections and have made a name for themselves in the fashion industry in the past couple of years. Baja East presented their Spring/Summer '17 collection in downtown New York, which featured a capsule collection that is available now online.
Adidas Originals by Alexander Wang
Alexander Wang's show is always a people pleaser, and this year Wang surprised attendees by announcing his latest collaboration with Adidas by sending models stomping down the runway wearing the athletic-inspired clothes during the finale. Pieces of the collection, which was Spring/Summer 2017, were then available for purchase during Alexander Wang's afterparty, which remains the hottest party of New York Fashion Week. Later, the brand announced a pop-up truck selling the clothes, which made three stops in New York, and will soon appear in London and Tokyo.
Alice + Olivia
This is Alice + Olivia's second season implementing a "Buy now, wear now" capsule collection that can be preordered right after the show. The capsule collection was limited but still embodies the quirky and feminine elements the brand is known for, such as this Always Right embroidered jacket, and personalized denim.