When you think of New York Fashion Week, you usually think
of luxury brands. Mercedes-Benz sponsors the event for a reason. Gucci, Chanel,
and Louis Vuitton are fashion week legends. Runways feature the kind of
clothing you could never fathom wearing in the real world. However, this notion
is quickly changing. This year’s Fashion Week calendar included mainstream
brands like J.Crew. The show has shifted from focusing solely on high end
luxury to become an event that showcases everyday retailers. This correlates to
the increasing trend of designers pairing up with retail stores to offer lower
prices with the same designer name. Target pioneered this idea with its
designer partnerships with Oscar de la Renta, Philip Lim, and most recently
Altuzarra. The actual fashion in fashion week is becoming more accessible to
consumers.
To further this point, Max Azria paired up with
LikeToKnow.It in order to make the clothing featured in the BCBG show
immediately accessible through the internet. This Fashion Week first has been
dubbed the “ready to shop runway”. Herve Leger also made looks directly
available to shoppers. Shoppers who sign up for LikeToKnow.It simply have to
like the designated Instagram post and then they are immediately sent an email
with the links to purchase the items. LikeToKnow.It is becoming a popular tool for
fashion bloggers and retailers alike.
With the first ready to shop runway, Fashion Week history
has been made. Right now is a great time to be not only a fashionista but a
social media lover as well. The two worlds are combining through technology to
make fashion easily accessible and we can all benefit from that!
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| Image taken from bcbgmaxazria's Instagram. I do not own this picture. |
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