See Now, Buy Now

If there is anything I have learned so far during fashion month, it is that “see now, buy now” is the latest example of a more consumer conscious fashion industry. The “see now, buy now” concept of showing pieces in a collection that can be purchased right as they walk down the runway started last September. Major brands like Ralph Lauren, Burberry, Tommy Hilfiger and Rebecca Minkoff all presented Fall collections in September that could be purchased during or directly after the show. The same trend was present this fashion month with major designers showing “see now, buy now” Spring lines.

These brands thought it made more sense to show Spring clothes in the Spring instead of in September when they are traditionally shown. Normally this gives brands time to accommodate purchases from stores and consumers. “See now, buy now” is changing the game by showing clothes during the actual season and also by decreasing wait time. Designer Tommy Hilfiger told the New York Times that brands are looking to please customers with this strategy, “We’re delivering on the desire for instant gratification and blending the worlds of fashion and pop culture together,” said Hilfiger.

While other designers continued to show their Fall collections last week in snowy New York, both Rebecca Minkoff and Tommy Hilfiger decided to show their spring lines in more weather appropriate Los Angeles. This was another budding trend this season as Rachel Zoe also decided to show her line in LA before NYFW.

Rebecca Minkoff and Tommy Hilfiger opened their LA shows to the public, so of course I went to both. It was a little taste of what it must feel like to be at NYFW which is still something to check off my bucket list. Gigi and Bella Hadid were less than a foot in front of me wearing clothes I could by in the pop up shop behind me. The TommyXGigi “see now, buy now” collection sold out completely within 24 hours of the show.

Fashion is changing, and while it is too soon to tell how established these trends will become, I hope to see more shows in LA and more “see now, buy now” in the future.