New York Fashion Week has officially started with the presentations of the S/S 2017 shows but one man is swimming against the tide. It is no other than Tom Ford who has chosen to prioritize consumers with a “see now, buy now” format this season, meaning he sent his F/W 2016 collection down the runway that is now available online and in stores immediately – (you can shop it now at mytheresa.com and net-à-porter.com for example).
“WE HAVE BEEN LIVING WITH A FASHION CALENDAR AND SYSTEM THAT IS FROM ANOTHER ERA. OUR CUSTOMERS TODAY WANT A COLLECTION THAT IS IMMEDIATELY AVAILABLE. FASHION SHOWS AND THE TRADITIONAL FASHION CALENDAR, AS WE KNOW THEM, NO LONGER WORK IN THE WAY THAT THEY ONCE DID. WE SPEND AN ENORMOUS AMOUNT OF MONEY AND ENERGY TO STAGE AN EVENT THAT CREATES EXCITEMENT TOO FAR IN ADVANCE OF WHEN THE COLLECTION IS AVAILABLE TO THE CONSUMER. SHOWING THE COLLECTION AS IT ARRIVES IN STORES WILL REMEDY THIS, AND ALLOW THE EXCITEMENT THAT IS CREATED BY A SHOW OR EVENT TO DRIVE SALES AND SATISFY OUR CUSTOMERS’ INCREASING DESIRE TO HAVE THEIR CLOTHES AS THEY ARE READY TO WEAR THEM.” – Tom Ford
I find it a very interesting approach especially as I am coming from a print media background. It will be very tough for the magazines to work ahead of time. Digital will become even stronger than it already is which I truly enjoy. Below you can shop my four favorite looks from last night directly. Have fun!
And by the way Tom Ford is not the only one. A wave of designers showing in-season will follow in the days to come, Thakoon, Tommy Hilfiger, Burberry and others, among them.
To a new era in all ways…
Photos: Courtesy of Tom Ford