I'm not sure if we really need NYFW

18:33:00


New York Fashion Week is in full swing yet again, and before the muscles in anyone’s peepers begin to engage in the inevitable epic eye roll, consider this: if there’s any conclusion to be drawn from the announcements that have decorated the opening of the inaugural event, it’s that brands are yielding to an escalating consumer desire to buy their fashion as soon as they see it.



In the age of social media and the digital natives, the need for immediate gratification is non-negotiable, right?

This season, Proenza Schouler (a personal favourite, more details below**) announced that like Burberry and Tom Ford before them, they too, would jump on the revolution bandwagon and make their runway designs available for purchase in-store immediately after the fact. It feels like the world of fashion simultaneously heaved a sigh of relief as a perennial question finally received some address - what is the relevance in showing a Spring/Summer collection at the start of the year, if by the time it finally arrives in boutiques four months later everyone's eyes are already collectively transfixed on the next season of trends being paraded down the Fall/Winter runways?

Surely all this served its purpose way back when, but the times are a-changin': these days the front rows have been replaced by Instagrammers who have at their disposal an audience triumphing that of most national news carriers. These It kids are the synapses that bridge the gap between the runways and the eagerly awaiting outside world, and more bafflingly, have the charisma to amass enough public desire to fill coffers in just one click of a button. Just think Olivier ‘Cheekbones-of-Steel’ Rousteing, his glittering Balmain empire, and all the social media influencers he expended to build it. So if runway collections are so hastily distributed to and eagerly lapped up by consumers, then from a generic topline perspective, it seems to follow naturally that one would expect these collections to be available to purchase just as quickly.

The biggest industry players answering to the escalating appetites for instant gratification is a big step forward in an industry that is being increasingly shaped less by editors and buyers and more by the social media forerunners who wield power from behind small screens. And after all, fashion is an ongoing digital conversation that is routinely shaped in tandem with the changing nature by which trends is consumed and disseminated.

So it seems change is looming on the horizon for how NYFW functions - however small a step this might be, its impact will eventually be more than the sum of its parts. You go, Glen Coco!

**This outfit is a loose interpretation of one of my favourite looks from the Proenza Schouler S/S ‘16 runways, which involved an elevated Flamenco look with cascading ruffles, a black necktie and a flared silhouette. Also a handy use of my endlessly versatile wide leg pants from Collate, which I just love for the way it trails the curves of my hips and thighs closely before fanning out into a flattering flare. If you’re looking for a well-tailored pair of pants that don’t drown out the natural undulations of your bottom half and are up for a bit of a splurge, you need these!



Wearing Collate The Label pants // Zara top and tie // Charlotte Olympia Octavia Sandals

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