Must-Buys from Fashion Week’s Buy-It-Now Brands
February 24th, 2017
The fashion world is split on the idea of “buy it now” fashion shows. And I must admit: I am, too.
On one hand are the purists, who understand that fashion week has historically been an event that showcases a later season’s designer collection for a curated group of buyers, editors and fashion elites.
On the other, it’s influencers and forward-thinking designers and retailers, who believe fashion week has now become an event for all, thanks to live streaming of many fashion shows and the influx of young bloggers who have unseated many editors the past few seasons.
For the past few seasons, fashion lovers have clamored to buy their favorite looks from designers like Rachel Zoe, Tommy Hilfiger, Tom Ford, Burberry, Ralph Lauren, and retailers like H&M and Topshop directly from the runways. Is it working? For some, yes. Tommy Hilfiger, for example, reported traffic to Tommy.com increased by 900 percent in the first 48 hours after its Tommy Now unveiling. Other designers have been mum on the actual numbers, but agree that adopting the “buy it now” model has been popular with their customers.
No matter how you feel about the change, there are some winning pieces from this season’s “but it now” collections that deserve applause.
(Tempted to “buy it now?” Tag me in an Instagram post showing off your favorite look … I would love to see how these fab new styles look on my favorite fashionistas!)
And don’t miss shoppable the H&M show, love from London Fashion Week, at 2:30 p.m. on March 1 at hm.com.
Here are a few of my favorites:
by Tommy Hilfiger with Gigi Hadid
The trench coat is reinvented with an it-girl edge.
Shop the show, here.