Fashion week shows are always a season ahead (designers present a Spring collection in the Fall, and the Fall in the Spring). From the industry standpoint, working ahead helps us forecast trends, and it lets buyers plan out what to sell in their stores. But for the consumer, it's become a point of increasing frustration: having to wait six months after seeing a runway look before being able to purchase it seems nearly archaic.
So to Rebecca Minkoff showing a spring collection in the spring makes complete sense. It shouldn't be this groundbreaking, but it is. This New York Fashion Week, while everyone else is showing fall, Minkoff just re-showed her spring collection in a new runway model that she has coined #SeeBuyWear (how apropos, right?), in which consumers can purchase pieces immediately or in 30 days.
"I have an incredibly close relationship to my consumer and I could feel her frustration—that she was seeing things and not being able to get them. And when they arrive, she's already seen them everywhere, and she’s sick of that and frankly, I’m sick of that," Minkoff tells us backstage prior to her show. "I think being able to give her something that she can be excited about and get right away is something that we have to do, especially now with social media and the over-proliferation of images."
But her new Spring 2016 collection is different from the one we saw in September. She did re-show a few of the same pieces, like the baby blue printed maxi dress with cut-out shoulders (above, right), but she also introduced 17 new styles and a new range of spring footwear. "It's our Spring collection, but it's been re-styled," Minkoff says. "So it still feels fresh."
And already, this new direct-to-consumer model (that other designers are currently experimenting with, most notably, Burberry and Tom Ford) has garnered positive feedback.
"We live in a world of swipes and taps, and being able to shop from a runway show can be instantly gratifying for a lot of consumers. It's exciting," Kate Bosworth says as she took her front row seat in her pale pink Rebecca Minkoff lace-up dress—a spring design that you can buy right now at rebeccaminkoff.com.