We don't need to tell you that the effects of "see now, buy now" have already begun to make their way to many corners of the fashion industry. The latest adopter is Madewell, which has just released its fall 2016 lookbook to coincide with the launch of collection itself.
While the all-American retail brand typically has presented its fall lookbooks in March for more long-lead coverage, this year it's doing things a bit differently. For the first time, Madewell shoppers are now be able to pre-order pieces the moment they see them — available on Wednesday — rather than having to wait four months for the collection to hit stores.
And if there's a time for consumers to fantasize about swaddling themselves in oversized knits and heavy, wide-legged denim, it's now. At the outset of a bona fide heat wave, imagining wandering around the chilly city sidewalks cloaked in flannel and shearling provides a nice mental break from the sweat-drenched subway platforms. In this sense, "see now, buy now" could become very dangerous for our wallets — we might just drop some serious dough on delicious-looking pieces we bought purely out of resentment for the current weather.
You can browse Madewell's fall 2016 lookbook below.