When Tommy x Gigi, the debut collaboration between Tommy Hilfiger and Instagirl slash model Gigi Hadid, was available for sale immediately after showing at New York Fashion Week earlier this month, it was an instant success. A double-digit number of styles not only sold out online within hours of the show’s end, but also at two Tommy x Gigi pop-up shops at New York’s South Street Seaport the next day.
Tommy Hilfiger isn’t the only one offering an instantly shoppable runway. According to insight from research group L2, 21 percent of brands with a NYFW runway show this month incorporated some sort of direct-to-consumer “see now, buy now” e-commerce in their presentation, including Rebecca Minkoff, Ralph Lauren, Club Monaco and Alexander Wang.
Almost all of the looks included in Rebecca Minkoff’s collection were available for immediate purchase following the runway show, which conveniently took place outside the designer’s Soho store. More than 150 items from the Ralph Lauren show went on sale directly afterwards, while its Club Monaco brand combined its men’s and women’s shows and offered select pieces for purchase.
Even Alexander Wang hopped on the “see now, buy now” bandwagon in his own way, announcing a surprise collaboration with Adidas at the end of his NYFW show that comprised 84 unisex pieces which will be released in installments over the coming months.
As L2 pointed out, it’s difficult to measure how the movement has impacted the industry because most brands “have just begun dipping their toe,” but not everyone is on board with it. Some designers, including Diane von Furstenberg, Kate Spade and Derek Lam, still held private shows for select press and buyers.
But almost all brands have made fashion week more accessible to the masses, leveraging Snapchat and Instagram to increase their exposure and become more consumer-facing. L2 observed that 57 percent and 53 percent of NYFW brands were active on Instagram Stories and Snapchat, respectively.