7 hours ago | By Sidney Morgan-Petro
Jan 03, 2017
This coming fashion season, a host of New York designers are ditching the city of New York and heading to LA. Los Angeles which has often taken a fashion back seat compared to New York, is now set to be the centre of attention this February during the womenswear runway shows.
Top name designers such as Tom Ford, Tommy Hilfiger and Rebecca Minkoff will all be showcasing in LA this February. And, the shows will be focused less on replicating the glamour of the New York fashion scene, and more on showcasing, profitable retail-focused offerings. This is in keeping with the wider industry catwalk trend we’re seeing with a shift to the ‘see-now, buy-now’ format, where consumers can shop the catwalk straight after the show.
Minkoff will present her collection at the LA shopping destination The Grove, it will be a spring collection even though it comes during the fall season, so that the items will be available for purchase straight away. In addition to a full runway show on February 4th 2017, Minkoff will be integrating consumer experiences as part of the show, providing the ultimate runway to retail experience. This will be Minkoff’s third runway to retail experience, last September she took over the streets of Soho, New York, bringing her catwalk to the sidewalk, with models wearing Instagram worthy outerwear and a selection of top bloggers seated on the front row.
“Last season, when we took our show to the streets of SoHo, we saw just how eager our consumer was to be a part of the brand experience. There was a three hour line around the block just to get into the store to shop,” CEO, Uri Minkoff said of the September show. “This season we wanted to take the experience to one of our biggest markets: Los Angeles. Besides allowing her to see the runway show and see the collection, we will give her one of the biggest luxuries that we see our millennial consumer craving- the luxury of experience. We’ve seen that our consumer loves the experience of attending our runway shows and shopping the runway, but is there an even bigger opportunity where she can have a full day of experiences hyper focused to her millennial lifestyle? We’re now looking at what our girl likes to do in her down time and we intend to partner with the best health and wellness, beauty and technology partners to bring her the best full day experience. We see this as a spark in retail, not only for us, but for everyone involved. Besides putting on a phenomenal runway show with great influencers, our aim is to create an inclusive community for the customer to touch every element of retail in a new, refreshing way.”
Hilfiger will also be focused on bringing his see-now, buy-now model to LA. After the New York Fashion Week carnival he staged last season, complete with a shoppable collection, that was available via a physical pop-up store at the show, and staggering successful online sales post show, he will be bringing his show to Venice Beach, Los Angeles on 8th February 2017. This will be another spring collection and the runway will feature looks from the second TommyXGigi collection, with American supermodel Gigi Hadid who will be opening the show in February.
“TOMMYNOW is about inclusivity, fusing fashion and entertainment, celebrating pop culture, and connecting our global consumers to inspiring, unexpected fashion experiences,” said Tommy Hilfiger. “The casual, cool, chic look that is leading the fashion world this season was born and bred in L.A., and I knew this show would feel at home on Venice Beach. In September, TOMMYNOW led the democratization and reinvention that is taking place in our industry right now and I’m excited to bring the full excitement and energy of our runway shows to L.A. this season. The Spring ’17 collections were designed with a clear West Coast spirit, and Gigi and I have loved fusing elements of her California lifestyle and a music festival atmosphere into the second TommyXGigi collection.”
This shift from east coast to west coast is an interesting one, and shows which designers are paying attention to profitability, and showcasing their products to key markets. Following on from Hedi Slimane heading to Los Angeles for the Fall 2016 collection of Saint Laurent at the Palladium theatre, MADE (a major fashion force in LA and New York) also held a huge fashion event in the city in June last year, showcasing the Moschino men’s and resort 2017 collection, as well as HOOD BY AIR’s “HALLWAYS” Collection Presentation and performances by Tyler the Creator.
While LA, has often seemed to rest in New York’s shadow, it seems to finally be having its moment in the sun.
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