If you follow our posts, you already know that today Digital Media have a great influence on the company, brands and celebrities. We studied several cases on this topic. We also learned that the virtual space and the media have hit hard the world of fashion, forced it to play by its rules. «The system is broken». This is the literal expression of what is happening in the fashion sphere. Due to the fact that the consumers are now closer to the «backstage», their buying needs are changing. Now designers are working hard on new collections to «not to annoy» their audience and to have time for the coming season. But once Fashion Week appears on the agenda, designers can breathe freely.

This year’s event was a real show, which everyone could visit. Everyone. Say thanks to digital providers. And, despite the fact that in most cases, the viewer have to wait about 6 months to get the thing from the show, some of them have already passed under the auspices of … buy-now-wear-now. About them we’ll talk. (And if you want to know more about floating in the air idea of involving a function «see-now, buy-now» on regular basis, check out the reform here).


Tommy Hilfiger

We devoted a whole material to this talented designer. Tommy excelled by making a very real fair on Pier 16 at South Street Seaport, September 9. A show was attended by celebrities such as Taylor Swift and her supermodel squad member Martha Hunt, Kardashian matriarch Kris Jenner. It is literally a gold mine to advertise a brand through popular social media like Instagram (Stories), Snapchat, etc. Much of the brand’s luster from the 1990s has faded, pushed aside by indie brands, internet upstarts, and fast-fashion stores. But Tommy enlisted a Social Media Supermodel, did his best for the sake of digital media. In addition, shoppable live video stream was broadcasted in Times Square, as well as on Tommy.com and via Facebook Live. So, people could buy stuff right from the show.

New York Fashion Week. Tommy Hilfiger


Rebecca Minkoff

For Rebecca Minkoff it was not the first show, during which viewers could immediately buy their favorite things. In February, brand introduced a shoppable show under the heading of #seebuywear. This fashion week event was held under the hashtag #runwaytoretail. Minkoff invited several bloggers and social media stars to walk her runway (Chriselle Lim, Arielle Nachmani from Something Navy, Shea Marie of Peace Love Shea and Caroline Vreeland). By the way, the show was right in front of her flagship store on Greene Street in Soho on September, 10.

New York Fashion Week. Rebecca Minkoff


Misha Nonoo

Misha Nonoo decided to please the millennial consumer. Via Refinery29’s account on Snapchat she presented a «live lookbook». «Snapchat is a recent discovery for me, and it has put the fun back into social media. I want to inject that same creative, experimental energy into how I present and share my collection,» – Nonoo explained. New direct-to-consumer site MishaNonoo.com provided an opportunity to immediately buy favorite clothes from the show.


Kanye West Yeezy

We could not deprive attention of Kanye. Kanye hosted his YEEZY Season 4 performance on Roosevelt Island in New York on September, 7. Of course, this show was much more private than the aforementioned. For those who were members, Tidal additionally provided the livestream. Others had an opportunity to catch a one-minute preview of it also on Tidal, or wait for the coverage from E! News. Pieces from Yeezy collections are basically impossible to source, but viewers could get merch (for $ 75 actually).

New York Fashion Week. Kanye West


Tom Ford

Tom Ford is one of those designers who really surprised by the decision to join the campaign «see now, buy-now». «In a world that has become increasingly immediate, the current way of showing a collection, four months before it is available to customers, is an antiquated idea and one that no longer makes sense. We have been living with a fashion calendar and system that is from another era,» – he said in a statement back in February. His show you could watch live on E!. The purchase of the line has been available via his website.


General Findings

The aforementioned designers actually came to the fashion show with a revolutionary point of view. Say “thanks” to Digital media, without them it would not be feasible. After all, because of the possibility to watch the show through a variety of applications and to buy the product immediately, designers have to play catch-up for one season. Those, who are still left behind, will present the fall / winter 2016 again (or a capsule collection like that of Tommy x Gigi). Now you understand how much power has a digital social world? It was able to dramatically change the fashion calendar and the impact on the presented collection. Perhaps this is just the beginning, and the brands have yet to reveal their full potential.

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