What to Shop From the See-Now-Buy-Now Shows

Designers embraced a fast track business model and delivered direct-to-consumer collections that were immediately available (both in boutiques and online) following their respective runway shows at New York Fashion Week. Tom Ford and Thakoon showcased their first collections following the new model, and Tommy Hilfiger unveiled a continuation of the brand’s Fall 2016 ready-to-wear line up. Meanwhile, American heritage brand Ralph Lauren postponed the reveal of its Spring 2017 offering, and showcased a line dubbed the September Collection—which also fell under the see-now-buy-now method.

TOM FORD

Tom Ford withheld its Fall 2016 ready-to-wear collection in February to showcase its direct-to-consumer offering at New York Fashion Week. During an intimate dinner at the Four Seasons, the designer held a star-studded soirée that hosted Cindy Crawford, Naomi Campbell, and Uma Thurman. On the runway, the label showcased a selection of pencil skirts; cinched-waist jackets; sequin laden, long-sleeved gowns; color block fur coats; and belts reminiscent of corsets.

RALPH LAUREN

Following the runway show that took place outside the brand’s flagship boutique on Madison Avenue, Ralph Lauren unveiled the September Collection—a line up available for purchase immediately. Kendall Jenner made her runway debut for the American heritage brand, and took to the catwalk alongside Bella Hadid and Imaan Hammam. With a Southwestern theme, the collection offered tailored separates in a neutral palette. Billowing, one-shoulder jumpsuits were showcased alongside buffalo plaid shirts and embroidered pinstripe pants, before an array of of sequined, cut-out dresses in bold hues concluded the show.

TOMMY HILFIGER

In a carnival setting—complete with ferris wheel and food stands—Tommy Hilfiger unveiled a continuation of its Fall 2016 ready-to-wear collection. In collaboration with Gigi Hadid, the line up was showcased at an open-air fashion show dubbed Tommy Pier. The nautical offering drew on Gigi Hadid’s off-duty looks, and featured anchor motifs, maritime prints, and sailor silhouettes such as shrunken jackets and brass-buttoned trousers. The second half of the show unveiled athleisure separates reminiscent of the brand’s sporty classics via tracksuits, logo hoodies, and satin jersey dresses.

THAKOON

Following a year-long hiatus, Thakoon Panichgul unveiled his eponymous brand’s Fall 2016 ready-to-wear collection under the new direct-to-consumer business model. Held against the Manhattan skyline, the show revealed a collection that riffed on sporty bombers, checked separates (that nodded at ‘90s grunge), and feminine dresses that featured soft, ruffled hemlines. The line up also included tailored pieces layered with knitwear and deconstructed jackets, all of which were available for purchase after the show.

URBAN ZEN

Donna Karan staged her ready-to-wear label Urban Zen’s first ever presentation at New York Fashion Week. In a black and oxblood palette, the collection featured draped, jersey silhouettes; one-shoulder dresses; kimono wrap tops; and loose-fit, drop-waist pants. Models took cover under plush outerwear pieces such as tufted coats; shearling leather jackets; and draped, oversized scarves made from goat hair.