Jul 18, 2018 | By Laura Welch
The biggest story to come from New York Fashion Week this season was on the ‘buy now wear now’ shake up that designers like Rebecca Minkoff and Michael Kors were debuting along with the move towards creating seasonless collections.
One of the less sexy talking points of this new business model that has begun to reach its inflection (shoppable runways have been around for a while now) was how social media and technology have provided the catalyst and the means of executing these changes. That’ll be an interesting subject to see evolve throughout fashion month as we see Burberry and Tom Ford debut their own seasonless and shoppable runways later on.
Until then, here’s a conclusive round up of all the best digital and social innovations that happened during the week:
Buy now wear now – Tory Burch (a pair of track pants), Michael Kors (6 accessories and 5 apparel items), Tommy Hilfiger, LaQuan Smith and Rebecca Minkoff each created a shoppable runway, championing the new business model that aligns with consumer demand. Minkoff created a runway show that consisted of a fully shoppable collection. The SS16 line consisted of the pieces that buyers had bought most heavily into from her SS16 show last season, plus some new styles to compliment and offer something new to her consumer.
LaQuan Smith- whose designs have been seen on the likes of Rihanna, Alexa Chung and Beyonce, also joined Minkoff in creating a fully shoppable collection. Smith partnered with Bigcommerce in relaunching his e-commerce site while also debuting the instantly shoppable collection. Sales associates were stationed at his presentation armed with iPads to take online orders for footwear and dresses to arrive within a fortnight
Misha Nonoo – Continued with her Instagram focus on Sunday by taking her SS16 ’Instashow’ and creating a similar ‘buy now wear now’ campaign on the platform. This was achieved with rewardStyle’s LIKEtoKNOW.it platform following the success of the ‘Instashow’ that the designer described to Forbes in more detail. “Our web analytics were through the roof in terms of new user traffic following the Insta-Show, but we also saw conversions, both for pre-orders on spring/summer 2016 and for the existing fall 15 collection already on the site.”
Public School – Announced a Fitbit accessories collaboration for the technology brand’s just announced Altra tracker. The five different concept pieces will debut later in the year however the couple that were seen on the runway offered a sleek silver link design as well as a black knotted rope design, fitting with the cool New York brand’s aesthetic.
Tommy Hilfiger – Created an ‘InstaPit’ of prime seating for social media influencers with priority based on social media following and debuted its new Snapchat feed with model Gigi Hadid reporting from backstage before the show. Also backstage was a gif booth which the brand has worked with before, sending video content with influencers to the brand’s social media channels in real time.
Lyst – Partnered with Uber at the start of NYFW in a campaign that delivered ‘style packs’ to users of the app. Uber customers could use the promo code FINDNYFW to unlock the STYLEPACK option with different designer goods delivered according to the neighbourhood they were requested in whether it was Uptown, Midtown, Downtown or Brooklyn. Goodies in the pack included designers such as Jonathan Simkhai, Theory and Alexis Bittar.
VFiles – Debuted its wearable tech collaboration with fashion tech company Studio XO. The collection of bomber jackets, oversized puffers, sweatshirts, backpacks and caps feature a fibre optic fabric with an RGB LED display that interacts with sound environments through a mobile app.
Live streams – Live streams were plagued with glitches (Opening Ceremony) and venues that were too dark to see the runway properly this season (Oscar De La Renta and Hood By Air) while some that can be relied upon for entertaining and high quality feeds continued to do so (Carolina Herrera, Alexander Wang, Marc Jacobs, Tory Burch). No live feed was more entertaining however than Kanye West’s Yeezy show which was streamed to over 20M people for two hours, a feat that probably no other brand could ever compete with.
Makes an interesting case for the demand Jacquemus and MSGM – Both announced bans on social media this week for their MFW shows, the former announcing this on Instagram. Oh the irony.
The Met’s Costume Institute – previewed its ‘Manus x Machina: Fashion in an Age of Technology’ exhibition in collaboration with Apple. Now it’s time to sign off…
…and hello Seamless. #nyfw A photo posted by Laura Brown (@laurabrown99) on
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