NEW YORK FASHION WEEK A/W16 RECAP

NEW YORK FASHION WEEK A/W16 RECAP

A beautiful mess. That’s exactly what springs to mind when trying to describe the start of Autumn/Winter16 fashion month. From labels redefining the fashion calendar as we know it, to brands slowly becoming more open towards tech, the industry has never been more ripe for disruption. SEE NOW, BUY NOW STRATEGY The first breaking news around New York Fashion Week actually came from British giant Burberry. The company announced that, in a move to make its shows more relevant to global and always-on consumers, will be moving to a See now, buy now strategy. From September 2016, Burberry will consolidate its four calendar into two seasonless shows, featuring both menswear and womenswear collections. Instead of Spring/Summer and Autmun/Winter, the shows will be named the February and September based on the month they’re presented. What’s more, the collections will be available to purchase in-store and online immediately after each show and all marketing materials and advertising campaigns will reflect the strategy accordingly. The move comes in a bid to significantly shorten the traditional gap between runway shows and retail availability. This makes sense in the age of constant social media feeds, instant Snapchat stories from the runways and live-streamed catwalk shows. Back in December 2015, CFDA president Dianne von Furstenberg announced that she and her fellow board members have appointed consultancy company Boston Consultung Group to evaluate the effects on the industry if the fashion shows are turned into consumer-facing events. A major drive for this is all the social media hype, she told WWD. After the announcement from Burberry, designers like Tommy Hilfiger, Rebecca Minkoff and Thakoon made similar...