There seems to be something very wrong with this system. Right?
So what is the future of fashion shows? This is a question currently being pondered by a consulting group employed by the Council of Fashion Designers of America (CFDA).
WWD reports that the CDFA is keen to turn designer’s biannual catwalk shows into events for the public: impressive showcases of in-season clothes that are available to buy immediately. This makes sense to consumers, and fashion is ultimately a consumer driven industry. Therefore, a commerical reboot that puts the experience of the people who buy the clothes front and centre is valuable for everyone.
‘We have designers, retailers and everybody complaining about the shows. Something’s not right anymore because of social media, people are confused,’ said Diane von Furstenberg, chairman of the CFDA.
Here’s the thing: none of us are very good at waiting anymore, increasingly there’s just no need. We can download new music the moment it hits itunes, watch our favourite TV shows on demand, have dinner delivered to our door, and streamline every aspect of our lives at a click. The internet has revolutionised the way we consume everything. Instant satisfaction is normailised.
So it seems increasingly baffling that fashion (globally, a trillion dollar industry) seems painstaikingly slow to deliver its products. Plus, social media has transformed our access to fashion (we see much more, much faster) – currently we’re bombarded with a lot of appealing images of things we have to wait ages to buy, that feel outdated once they’re delivered.
If a new system like the one the CFDA is proposing is introduced (showing the public in-season clothes you can buy immediately) then Von Furstenberg has suggested that industry insiders could familiarise themselves with next-season collections and place buying orders via intimate showroom presentations.
Small shifts are already underway, and not just in New York. London based designer Thomas Tait is scheduling one-on-one appointments with press and buyers in March, instead of hosting a traditional runway show. And digitally innovative brand Burberry has pioneered instant purchases from catwalk shows – select items are available instantly.
US label Rebecca Minkoff is leading change too. She announced she will present her spring/summer 16 collection (again) in February to an audience that includes 30-50% consumers (retailers and their best customers) who will be able to shop directly from the show. No waiting required.
Sounds like fashion month could be open to the public in the not too distant future.