Rebecca Minkoff is shaking up New York Fashion Week. The designer will be featuring a fresh new format for her seasonal fashion shows. While others are scheduled to display their Fall 2016 collections in the fast approaching February show, Minkoff will be showing her Spring/Summer 2016 collection. These same looks will then be available to purchase at a retail level in a short 30-45 days.
This changes a traditional setup that has been around for many generations. Ms. Minkoff believes “the current fashion show system just isn’t working” specifically because of the rise in social media. Her brand is known for setting trends. Rebecca Minkoff was the first brand to join Snapchat, and one of the first to engage and connect the gap between the fashion designer and consumer, via social media. She observed that customers gush over pieces seen on the runway, yet by the time they are available for purchase, six months later, they have grown bored of the item they once craved. She aims “to get the consumer excited about retail again,” which turns her fashion process from runway-ready to “immediately wearable fashion.”
The Fall/Holiday 2016 collection will still be ready by February, but will not be shown publicly until September. Magazine editors and stores who carry her products may arrange private one and one meetings to gain exclusive access; this is just the beginning of Rebecca Minkoff’s game plan. She’s also rethinking her front-row seating arrangement, which is usually occupied by celebrities like Carrie Underwood, Janelle Monae, and Coco Rocha, to include devoted customers. “Our goal is to revolutionize the way things are done, and I hope other designers will join us in this conservation,” explained Uri Minkoff (CEO) to the Observer.com.
Come February we will view this fresh, new, and inspiring approach and see Rebecca Minkoff embrace her role as a game changer in the fashion industry once again.