Following the success of Misha Nonoo's "Insta-show" last season, the womenswear designer has announced that she will be skipping New York Fashion Week in February in order to follow a more consumer-focused calendar. Nonoo's "Insta-Show" garnered an engagement of 15.1 million followers on the brand's Instagram account and an 80 percent spike of new visitors to its website, which was relaunched in 2014 to include e-commerce.
Although Nonoo will still hold private appointments with industry professionals next month, she won't host a show for the fall 2016 collection until September. A spokesperson for the brand could not provide details on the upcoming show just yet, but it will likely be in line with Nonoo's digital-focused business strategy. The brand has learned that half of its customer base, from 25 to 40 years old, is online. Launching e-commerce and the "Insta-show" is part of the label's bigger, long-term business model. When the CFDA announced plans to rethink the fashion week format, Nonoo was already considering a consumer-facing schedule. Other designers have already taken on this format, too, including Thakoon, Bill Blass and Rebecca Minkoff, who will present her spring 2016 collection at New York Fashion Week next month, with both industry insiders and the brand's shoppers in attendance.
"It's no secret, the industry is changing," a rep for Nonoo tells Fashionista. "We are looking to our consumer and the model that's best for her. Misha is very future-focused and always thinking of the 2.0."
As New York Fashion Week kicks off next month, don't expect Nonoo to go completely rogue: She's currently in talks to plan an event for her spring 2016 collection with the affiliate link company RewardStyle.