Alexander Wang will become the latest New York designer to incorporate the "see now, buy now" concept into his New York Fashion Week show in September. While he'll still be showing a spring 2017 collection (which won't hit stores until spring of 2017), he'll also unveil a selection of resort 2017 pieces. See, the resort collection will be shown in its entirety to press and buyers in June, but images will remain under embargo until it's available for purchase in November. The pieces incorporated into the spring 2017 show will serve as a sneak peek for customers, closer to when they actually go on sale.
Wang told WWD that he's been applying this strategy of keeping images under wraps of his T and men's lines for some time — and with good success — which prompted his decision to adopt the same method for ready-to-wear and pre-season collections.
We've already seen a few New York designers take on "see now, buy now" at fashion week with capsule collections by Michael Kors and Proenza Schouler, as well as wedding dresses by Houghton during bridal week in April. In addition, Christian Siriano's collaboration with Lane Bryant has made him rethink the movement for his own eponymous line.
Overseas, however, is a different story: Dolce & Gabbana plans to stick to the traditional fashion calendar, and French fashion executives have rejected the idea of "see now, buy now," noting that customers have no problem waiting to buy collections until they're actually in stores. Although Balmain's Olivier Rousteing did announce his plans to make certain pieces available immediately after a runway show.
As designers continue saying "fuck it" to fashion system norms (Public School, for example), very few are taking the same approach, deciding simply to do whatever they want for the better of the brand.