Unconventional settings, ‘See-Now, Buy-Now’ (SNBN) initiatives and unprecedented public access illustrated how the ‘masstige’ catwalks are morphing into a consumer-facing spectacle. We select the highlights.
See-Now, Buy-Now Street Spectaculars
- Tommy Hilfiger celebrated the launch of its Tommy x Gigi collection (a partnership with US model Gigi Hadid) with Tommy Pier – a carnival-esque outdoor extravaganza at Pier 16, South Street Seaport in Lower Manhattan. Staged for a combined industry/consumer audience, 50% of the 2,000 guests were competition winners or loyalty club members. Alongside the show, guests were treated to classic fairground attractions including a 40 ft Ferris wheel, tattoo parlour, nail bar, games and hot dog stands.
Not solely a marketing exercise, it was also the brand’s first SNBN collection. Many pieces were available for guests to purchase immediately post-show on-site via pop-up shops and a specially curated vintage store. The collection was released in full the next day via all the brand’s international outlets.
- NY-based designer Rebecca Minkoff partially closed the street outside its SoHo flagship to present its collection. Seated guests flanked the cobble-stoned catwalk, but passers-by were also able to glimpse the goings-on. Post-show, the collection was available to all in-store. Fellow New York designer Rachel Comey also took to SoHo’s streets for her label’s presentation nearby its Crosby Street flagship.
- Ralph Lauren not only shut down a stretch of Madison Avenue outside its flagship store, but also built a giant temporary greenhouse-like structure to house its invite-only sidewalk catwalk. Partially plugging into the SNBN trend, more than 150 items went on sale in global flagships immediately afterwards, while show guests enjoyed an after party/shopping event.
- US designer Alexander Wang’s catwalk show finale teased fans with glimpses of his forthcoming Spring 2017 collaboration with Adidas. The day after the show, Wang created a belated buy-now buzz by deploying a pop-up truck selling just nine items from the 84-piece collection at three spots in the city. Two further trucks hit Tokyo and London last week.
For more on SNBN, see Seasonal Disruption – part of New Fashion Landscape, and Fashion in Flux.