Then and Now for Fashion Week

The huge buy-it-now feature that everyone is doing in today’s fashion world is benefiting a lot of big companies like Ralph Lauren and Tommy Hilfiger. It allows customers to see the looks from the runway and immediately shop them online for fall. This is all new in today’s world of fast digital marketing, where everything is made ready to buy and is the original. For Ralph Lauren, it is simple. Lauren says, “Why can’t we deliver in the season that they want it? She doesn’t have to wait, she can go and shop right at the show.” In past seasons, the fashion shows have always been showing the collections that won’t be available for consumers until 6 months later. However, with the advancement of technology, making everything available now, no customer wants to wait to purchase anything anymore.

For buy-it-now fashion events, these fall trends are coming to light:

Tommy Hilfiger with Gigi Hadid for the buy-it-now event during NYFW
Fall fashion: studded handbags, over-sized sports jackets for see-now-buy-now offerings

There have been a lot more focus on clothes this fashion week than the models or the event. The beauty trends that we’re seeing show a lot of neutral faces on models, nude lips, less eye make-up, because designers and producers want to show off the collection and create a buzz around the clothes, letting the clothes tell the story, not the model or even the grand production of the event.

Tory Burch SS ’17 – neutral make-up, chunky accessories, embellished flats and casual sneakers

Companies like Tory Burch, Josie Natori, and Proenza Schouler remain focused on putting on huge shows of the new collection because it’s traditional and is about the thrill, leading up to the sell of the collection for the next year. These snippets of the collection create excitement and are revealed over the months leading up to when it is made available online and in stores. Through social media and articles about the collection, the excitement intensifies. This is the kind of fashion that thrills.These collections set the stage for what’s to come in Spring/Summer ’17.

Tory Burch SS ’17 Runway – ruffles, bright prints to be anticipated for Spring/Summer next year

What trends to expect for next season of Spring/Summer ’17: ruffled slip dresses, midriffs, bold prints, the ethereal vision.

Josie Natori slip dress for SS ’17

As for those putting on their Fall runway shows to be made available this season, the trends are: velvet shoes, dresses, skirts, slips and sequins on bags, pants, and shoulders of blouses. Other big looks are the floral jacquard bombers, moto jackets (shown on Gigi), and lots of denim on demin.

Tommy Hilfiger x Gigi for their buy-it-now carnival event

Gigi and Tommy worked together to produce this full-on carnival for their fashion show event. The carnival served as the backdrop of the star-studded show, which counted friends Taylor Swift and Martha Hunt as front row guests.

Sequins, sequins & more sequins for fall ’16

Other designers who have shown or will show their see-now-buy-now collections this season, include Tom Ford, Rebecca Minkoff, Alice + Olivia, Thakoon, & Opening Ceremony.

All in a day’s work of navigating through the bustling, hustling, fast-paced fashion industry.



One response to “Then and Now for Fashion Week”

  1. […] during fashion week if they can’t buy the clothes they love right now. That’s why the whole “but it now” concept with fashion shows is booming and more and more fashion CEOs are showing collections during […]


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