Ralph Lauren is the Latest Brand to Adopt the See Now, Buy Now Model

Ralph Lauren is the Latest Brand to Adopt the See Now, Buy Now Model

The American mainstay brand joins an increasingly long list of designers rewriting the FW rulebook. Is the fashion calendar headed for a permanent shift?

The American mainstay brand joins an increasingly long list of designers rewriting the FW rulebook. Is the fashion calendar headed for a permanent shift?

Text: Natalia Spotts

Ralph Lauren has announced that they will be making a change for their runway show during New York Fashion Week on September 14. Instead of showing a Spring 2017 collection as anticipated, the brand will reveal a second Fall 2016 collection, available to purchase the second it steps off the runway.

Wednesday's show will take place in front of the Madison Avenue womenswear flagship store, introducing the company to the new “see now, buy now” format. Other labels including Tommy Hilfiger, Burberry, Tom Ford, and Rebecca Minkoff have also made announcements that they will adopt this strategy going forward, proving Ralph Lauren isn’t the only one focused on the consumer. Embracing the buying market, this transition moves toward a more commercial calendar while also speaking to the instant gratification of the shopper.

See the entire collection tomorrow, available for purchase immediately after.

Credits: Cover photo: Ralph and Ricky Lauren photographed by Bruce Weber for V94, March 2015.

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