In a world that thrives on instant gratification, the six-month wait between a collections unveiling to acquiring it from the fashion house feels like an outdated system, making slow-moving fashion houses vulnerable. A see now – buy now revolution seems to have slowly yet steadily begun integrating itself into the world of fashion.
Burberry broke a format that was over half a century old when they decided to make their collections available, ready to wear immediately after the London Fashion Week two years ago, as opposed to offering a glance at the fashion week and having them available in stores six months on. Tommy Hilfiger, Paul Smith and Tom Ford seem to be among others leaning toward the same model as Burberry.
The implementation of the see now – buy now model being a no-brainer at first glance, it tends to get a little more complicated as we dive deeper. In its grand narrative, fashion has us craving long skirts when we look to bring back older fashion values or the way hemlines tend to rise with one’s economic stability. A folktale that seems to be woven together as the months pass from a collections initial unveil at a Fashion Week to when it’s tastefully presented in magazines and windows of high-end retailers.
Should we choose to fully implement the see now – buy now approach, won’t we, with it be destroying a romantic synergy between a designer or fashion house and its consumer?
As the London Fashion Week draws to a close, we inspect collections that had us drooling and how we can implement them into our wardrobes as soon as possible!