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Tom Ford Is Saying Goodbye to "See Now, Buy Now" and Setting Up Shop in L.A.

He'll also return to the New York Fashion Week calendar for Spring 2018.
Tom Ford at the 2017 Vanity Fair Oscars after-party. Photo: Pascal Le Segretain/Getty Images

Tom Ford at the 2017 Vanity Fair Oscars after-party. Photo: Pascal Le Segretain/Getty Images

Well, that was short-lived? In September, Tom Ford hosted a dinner party-runway show hybrid for his first foray into "see now, buy now." And, apparently, it was his last. Before that, he unveiled his Spring 2016 collection via dance party video, so clearly Tom Ford just does whatever he wants, thank you very much.

According to WWD (and confirmed by a rep for Tom Ford), Ford will show his collections here in New York City starting with spring 2018. However, he plans to relocate his operations and the majority of his womenswear design team from London to Los Angeles (his menswear design operations will continue to be based in London), the one-time locale of his Fall 2015 runway show. And Ford isn't setting up shop in any regular ol' digs: his new studio space will be located at the Regen Projects gallery, Hedi Slimane's former workplace. As for the reasoning behind his abandonment of the instantly shoppable runway? It may simply be a numbers game.

"The store shipping schedule doesn’t align with the fashion show schedule," Ford told WWD, explaining that the majority of fall ready-to-wear ships in August, creating a conundrum for fall clothes that are set to come down the runway the following month, during the September collections. For Fall 2016, pieces were sent to stockists shortly after July, but were held until the day after the show in September. "We lost a month of selling. We had merchandise sitting in stockrooms." Not so great. 

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While we can't say for sure if "see now, buy now" is actually paying off for brands, we are excited to welcome Ford back to the NYFW calendar. See you in September!

Note: This story has been updated to include confirmation from Tom Ford.

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