Designer Fall Collabs Every Fashion Lover Should Be Excited For

Looking to revamp your fall wardrobe without having to spend time digging through your local H&M and Zara for something entirely original and 100% you? Well, you’re in luck: Never has there been such an influx of designer collaborations for fashion lovers to get their wanting hands on before now. Fall seems to be the go-to season for collaborations among some of the world’s most relevant and in demand fashion designers. And with designer collabs now transitioning into every aspect of the consumer market, fashion lovers around the world get first pick on some of the most exclusive designer brands for a fair price.

L’Oreal Paris x Balmain

Photo: L’Oreal Paris

Coming this fall is one of the most anticipated designer collabs to have come out in a while. Iconic Parisian makeup mega brand L’Oreal is teaming up with Balmain Paris to create an exclusive line of three lipsticks that double up as jewelry. The three jewel tone lipsticks come in brilliant and rich sapphire, emerald, and onyx hues that are sure to look as stunning on the lips as they do in their casing.

Erdem x H&M

Photo: H&M

H&M has a long standing history of collaborating with some of the world’s most important brands. With the likes of VersaceLanvin, and Balmain on their roster, H&M is no stranger to sourcing out the world’s most in-demand brands to collaborate with. This fall, H&M is set to release its much-anticipated collection with Turkish-Canadian designer Erdem, whose last few collections have stirred up an astounding amount of buzz for the brand, catapulting it into the fashion spotlight this year.

Jeremy Scott x UGG

Photo: UGG

Say what you will about the current creative head at Moschino, but the man has a knack for knowing exactly where to place his eggs, and it’s almost never in one fashion basket. Launching September 13th, Jeremy Scott’s collaboration with UGG Australia is bound to have lovers of his flashy and garish designs as well as lovers of the comfy boot flocking to stores for a chance at scooping up the limited edition boots.

Moschino x Sephora

Photo: Moschino

Set to makes its official launch in Canada in just a few days (August 25th to be exact) Sephora’s limited edition Moschino collaboration has already sold out in the U.S.. And that comes as no surprise, as the collab comes complete with an adorable “This is not a Moschino toy” teddy bear that opens up to become an eyeshadow palette and an array of pretty lip glosses that encompass everything Moschino stands for.

J.W Anderson x Uniqlo

Photo: Uniqlo

One of the most highly anticipated designer collaborations for fall is undoubtedly the collab between Japanese mega brand Uniqlo and, arguably the most important young designer of our times, Jonathan Anderson. The collab is bound to be the single most fought over collection of the year, with predictions of pre-sales and opening day sales to sell out within minutes.

Superga x Charlotte Simone

Photo: Superga

Italian shoe brand Superga is teaming up with accessories brand Charlotte Simone for a bright and uber girly collab that perfectly mirrors fashion’s current obsession with faux fur. The shoes themselves balance Superga’s iconic tennis shoe style with Simone’s keen eye for bright sherbet coloured faux furs. And best of all, most of the shoes come in a perfectly sweet platform style that’s sure to excite the modern club kids of the world.

Ashish x River Island

Photo: River Island

This is definitely going to be a good year for British brands River Island and Ashish, who are teaming up to launch an affordable collection at London fashion week this fall. The 15 piece limited edition collection seems to be Ashish’s first foray into the mainstream fashion market, but the buzz is already building up, and his colourful and often outspoken designs are bound to sell out worldwide. The collab will open new doors for those who’ve never heard of the designer outside of the global high fashion circle.

Continue following our fashion & lifestyle coverage on FacebookTwitter, and Instagram.

Queer Couture! 5 Designers Ready To Give You A Fashionable Pride Parade Extravaganza

The category is high fashion gay pride eleganza extravaganza! Pride month is in full swing, and with it come countless pride parades and marches around the world. Now, most pride attendees tend to dress for the weather rather than the event, so the visual representation of what it means to be queer in the modern world is unfortunately left to those walking in the parade rather than those strolling down the street. And even then, most mainstream brands don’t offer up outfit choices that have the gusto needed to catch the attention of parade onlookers. However, all is not lost! The world of high fashion has always been the playground of the queer and non-conformist artists of the world, especially over the past few seasons; and with so much negativity and backlash being aimed at the LGBTQ+ in recent months. It’s wonderful to see designers around the world taking aim at queer oppressors and calling for resistance through their designs. And what better place to showcase your truest self than at Pride? Even if your outfit doesn’t directly call for the heads of those who aim at taking your freedom, you can always represent your queerness with some of these fabulously extravagant ensembles straight from the runways of the world.

Moschino

Photos: Kirk Mckoy

Viva Las Gay-vas! Jeremy Scott has had a whirlwind career, having taken his namesake brand from alternative indie label to New York fashion powerhouse. Recently, Scott’s design endeavours have taken him from his home base in New York to Milan, where he now mans the helm at Moschino. For his Spring 2018 collection at the iconic Italian anti-fashion house, Scott delved into the glamorous and excessive world that is Las Vegas. Feather boa headdresses, pinstripe flames, and bold rainbows ran rampant throughout the collection. Taking what could have been an overdrawn Wayne Newton-Mr. Las Vegas trainwreck, into a fun and boisterous look into the more queer side of Sin City.

Ashish

Photos: Kim Weston Arnold

If you lean towards the more political when it comes to making a fashion statement. Ashish has you covered. For his Fall 2017 collection, designer Ashish Gupta created a collection based aimed at knocking those who feel it’s okay to judge and discriminate against minorities (especially queer minorities) off of their pedestals. The collection, which features gay-themed cartoons, rainbow flag patterns, and slogan shirts all focused on the resistance the gay community should be aiming at those who want nothing more than to make their lives a living hell. With slogans like “Nasty Woman, Fall In Love And Be More Tender, and Why Be Blue When You Can Be Gay?” Ashish’s Fall 2017 collection is sure to have the perfect war cry for any queer activists tastes.

Mary Katrantzou

Photos: Yannis Vlamos

Mary Katrantzou catapulted her career through the use of bold and graphic prints. So it came as no surprise when the British designer sent a wonderfully prim, yet cartoonishly sweet collection down the runway for her Fall 2017 season. The outfits, which were directly inspired by Disney’s Fantasia, which bombards its viewers a plethora of colour and fairytale imagery that would make even the most masc of men twirl with childhood excitement. What’s interesting about this collection isn’t that it directly references queer culture, instead, it conjures up imagery peaceful whimsy and fabulously glittery scenes that look like they came straight of a magical queer utopia.

Romance Was Born

Photos: Yannis Vlamos

The category is O.P.U.L.E.N.C.E! Imagine a world where disco never happened? Where the flash of the 70s and 80s played no role in influencing what modern queer culture would look like. Some of the greatest LGBTQ+ icons came from the eras of platform shoes and peroxide hair. SO why not wear something that pays homage to heydeys of Freddie Mercury, David Bowie, Madonna, and Annie Lennox? Your choices are simple. Feminine ruffles and bows, or fringe and sequins. (And trust me, nothing is more exciting than twirling in a fringe ensemble. Nothing)

Palomo

Photos: Shutterstock

Alejandro Gomez Palomo Of Palomo Spain started his brand with a clear motive in mind. To provide the modern gentleman with a chance of exploring the vast spectrum that is gender identity through clothing. Since his debut collection, it was clear that Palomo’s views on clothing and male dressing were really unlike anything that had been seen in the past. In his eyes, dresses, ruffles, high heels, feminine patterns, and soft gender bending silhouettes were no longer off limits. This comes at a perfect time when the notions of gender and what it is to be human are being examined by society. In Palomo’s world, a man can wear a wedding dress or a sheer blouse and feel as confident and comfortable as his female counterpart would feel in it. Since the brand and the collection really have no clear assigned gender, wearing one of Palomo’s creations to a pride event would so impactful and important to those who have struggled with the acceptance of their gender identities by others and it could even inspire those who wish to show the world their truest self. This collection, along with Pride month itself, are really is about expressing the beauty of the gender spectrum. They call for the acceptance and embracing of human fluidity and being able to chose who you want to be for the sake of you happiness.

Milan & Paris fall 2017 trend report!

Trends are often hard to mimic, (and even harder to distinguish from one season to another these days) which has always been a drag. Fortunately for all of us, this season’s Paris and Milan fall 2017 shows have brought out what are some of the best (and most wearable) trends in fashion for a very long time. There is something trending on the runway this season that almost anyone can get into, which is really something to be excited about. Whether your personal taste revolves around wearing sweet pastels or sharply refined shoulders, Paris and Milan had you covered with a plethora of pieces geared perfectly to fit your favourite look. Here are Novella’s favourite trends from Paris and Milan fall/winter 2017!

Metallic Sheen

Photos: Vogue Runway | From L to R: Dries Van Noten, Louis Vuitton, Max Mara

Metallic’s popped back into style this season once again, with various designers opting to showcase looks that shone just as bright as the spotlights that bathed the runway. But this season’s metallic hues came with a twist. Rather than going for the traditional gold, silver, and copper. Designers instead chose to use fabrics that used fabrics that not only had interesting colours choices, they also gleamed with a silvery sheen that added a youthful spark to every look. For example, Dries Van Noten chose to showcase oil slick metallics instead of the traditional metallic colour choices to add a chic and modern twist to his throwback collection.

Navy Blue

Photos: Vogue Runway | From L to R: Christian Dior, Chanel, Aquiliano. Rimondi

Not very many colours can provide you with the elegance and freshness that navy blue does. Luckily, designer’s this season were busy getting inspired by the countless various of midnight blue there are in the world. Collection after collection sprang up in Milan and Paris showcasing the regal colour in all of its dark sapphire beauty. At Chanel and Dior, classic silhouettes were constructed in navy fabrics to give the outfits a crisp and clean look that transitions perfectly with between spring/summer nights and fall/winter days. One great way to pull off the perfect navy outfit is to pair it with a crisp white grounding piece like a white buttoned down shirt or a white turtleneck and beret.

Black Leather / Vinyl

Photos: Vogue Runway | From L to R: Saint Laurent, Hermes, Haider Ackermann

Black leather and vinyl dominated the runway on this season’s Milan and Paris runways, giving hardcore 80’s fans and excuse to rock those vintage leather pieces they’ve been hiding away in the back of their closets. Houses like Saint Laurent and Hermes relied on the full 80’s rundown to create the perfect all black leather and vinyl looks, while Haider Ackermann chose to create a leather look that more closely resembled a high-speed motorcycle chase outfit Trinity would have worn in the matrix. Now leather may seem like a daunting material to wear. But the look doesn’t necessarily have to look exactly as it does on the runway for you to achieve this at home. A simple faux leather outfit and leather pant with a band shirt or bright coloured dress shirt can create the perfect throwback look for your wardrobe this fall.

Pastels

Photos: Vogue Runway | From L to R: Miu Miu, Gucci, Alberta Ferretti

Pastels have always been a staple of spring fashion no matter what city you go to. But fashion movers and shakers around the world have felt that some rearranging had to be done in recent years. Thus, we now have the ability to wear whatever we’d like during whatever time of the season. This spells good news for brands like Gucci, who’s eccentric patterns and colours help the brand hark back to a different time where fashion seemed so effortlessly quirky and chic. At Alberta Ferretti, pastels took a more regal appearance in the form of paintings by various famed artists. This ethereal take on pastels conjures up images of the Rococo, a time period where pastels were used for everything from room paint, to ladies ball gowns.

The 80’s

Photos: Vogue Runway | From L to R: Mugler, Moschino, Stella McCartney

The 1980’s are one of those time periods that is constantly coming back into fashion in one way or another. This season, it seems that designers are strongly leaning towards gaudy prints and elongated shoulders to create the perfect 80’s silhouette. At Moschino, party dresses were made using a fabric whose print looked like the decorated school notebooks of an 80’s high school student, while Mugler and Stella McCartney chose to express their love for the 80’s through the use of statement shoulders a la Dame Joan Collins in Dynasty. Unfortunately, hardcore 80’s inspired looks aren’t the easiest to wear day to day (and are often times highly unrecommended to wear during the day) but fret not. You can still rock the 80’s trend by taking the most lavish and extravagant 80’s inspired looks to the club or a fancy party; just to turn heads.

Continue following our fashion & lifestyle coverage on FacebookTwitter, and Instagram.

Novella Team Selects Their Favourite Looks From The F/W ’17 Collections

Fashion is a defining trait of our individuality. It allows us to express what we as humans feel on the inside, on the outside. Fashion has a way of changing out moods for the better and for the worst; in the same way, a beautiful dress can make you unimaginably beautiful but the wrong fit or colour could turn a dream into a nightmare. But that’s all easily fixed by throwing on your favourite sweater or pair of jeans.

If you’re anything like us here at Novella, you’ll know that style changes just as fast as a person’s day can. Luckily this season’s collections didn’t hold back on giving us new looks and styles to help transform and change ourselves into whatever and whomever we want to be. Here are some picks from the Novella team’s favourite fall/winter 2017 collections.

Drew Brown, Editor-in-Chief

Photo Credit: Vogue Runway. L to R Burberry, Gucci. Neil Barrett, Acne Studios

Burberry

For his second See now, buy now collection for Burberry, Christopher Bailey drew inspiration from British sculptor Henry Moore. Bailey’s asymmetrical cut cable knit sweaters for both women and men were definite standouts from the collection.

Gucci

Love it or hate it, Alessandro Michele’s new Gucci continues to not disappoint. Yes, on the runway the looks can seem a bit severe, however, picked apart there is something in the collection for everyone. This coat reminds me of a coat my mom wore back in the 70s which had an astrakhan collar. I would secretly put on my mom’s coat to play dress up. My love for fashion started at a young age and Gucci’s F/W ’17 brought back great memories.

Neil Barrett

Keeping with nostalgia theme, designer Neil Barrett drew inspiration from 80s music from The Cure, Siouxsie and the Banshees, Echo and the Bunnymen which was the soundtrack to youth. The collection was filled with precision tailoring and leather jackets that paid homage to the era but still modern for today. What I love most of the about this look and everything from the collection, Barrett has a way of creating chic menswear that allows the person wearing the clothes to appear effortless but still look well put together.

Acne Studios 

Looking back at all the collections, there were a lot completely wearable clothes sent down the runway and less over-the-top experimentation. With the constant musical chairs taken place at the major houses and the current political climate, this was not necessarily a bad thing. For fall, Acne Studios focused on menswear wardrobe staples and played with proportions.  I picked a more slim look from the collection and I could I totally see my rocking this outfit to any event.

Chris Zaghi, Fashion Editor

Photo Credit: Vogue Runway | From L to R: Cedric Charlier, Palmiers Du Mal, Who Is It?, Walter Van Beirendonck

Cedric Charlier

If anyone has ever met me personally, they’ll know exactly how much I love powder blue. Every time I see the colour, I’m transported to an alien world of white fluffy clouds, clear skies, a warm breeze, and a bed of powder blue flowers all around me. So you can image my utter delight when I laid my eyes on this head to toe powder blue outfit. It looks bright, comfy, and light as air. And the edition of the bright peek of lemon yellow adds that tiny break in colour that the outfit needs to come together.

Palmiers Du Mal

I’ve never been one to enjoy formal wear. Just the thought of having to wear a blazer, or worse, a full suit, makes me cringe. Luckily men’s fashion is changing in such a way that what once deemed unfit for a more formal occasion, can now be worn as an alternative to the suit. At Palmiers Du Mal, a summery alternative to the traditional suit is presented in the form of a relaxed pant and a silky-velvety single buttoned shirt that has all the flair of a wealthy South American millionaire, without the hassle of a tight pant and blazer.

Who Is It?

One of the greatest joys of working in the fashion industry is the plethora of different places you can find extremely well-made garments that suit anyone’s personal style. A perfect example of this is Who Is It? a brand that hails all the way from Ukraine, making it’s at Kiev Fashion week. Now some may think it’s a bit ridiculous to stray so far from the fashion capitals to find something to wear, but that’s where I see the beauty of it all, the beauty of finding something special in a place you’d least expect it. Another reason why I chose an outfit from Who Is It? comes down to the fact that I’ve just never really been one to lean towards dressing myself in a pristine fashion. I like my clothing to be a little light-hearted and casual, and that’s exactly what Who Is It? gives their customers. A slightly kitschy take on today’s trends.

Walter Van Beirendonck

Now, this is no way the most wearable piece of clothing, but just take a moment to look at it. Take it all in. The scarf, the hat, the suit, the giant hands. The entire thing makes absolutely zero sense, but that’s the beauty of it! Wearing this would be like wearing a surrealist painting. Dali and Magritte would be so proud of me as I walked down the street swinging my massive fabric hands around willy-nilly.

Natasha Grodzinski, Contributing Writer

Photo credit: Vogue Runway. L to R: Area, Roksanda, Gucci, Nina Ricci

Area

Area first came on my radar back in 2016, when their Pre-Fall campaign for that year was released. The campaign, shot by Charlotte Wales, featured soft lighting with highlighted sheen on jewel detailing. It was glam, and it was all over the Twitter. Since then, I’ve looked forward to seeing what Piotrek Panszczyk and Beckett Fogg put out under the brand. Their use of vintage silhouettes with elegant touches makes them a favourite in my books, and I adored their F/W ’17 collection. These are the type of clothes I wish I could wear all the time.

Roksanda

In all honesty, I haven’t paid too much attention towards Roksanda in the past, most likely because I usually find myself been in a Burberry-induced haze. Their recent collection, however, really grabbed my attention. I liked nearly every look they sent down the runway, particularly with how Ilincic used voluminous shapes and draping to create the ultimate cold-weather looks. I had a difficult time picking a favourite design from the collection but finally decided on this one, mainly because I want that coat so badly.

Gucci

I can’t really talk about the fall collections without talking about Gucci. We’re living in a Gucci world where the brand has found a resurgence in popularity and is a favourite amongst almost everyone I’ve talked to about their current favourite houses. Their F/W ’17 collection was quite interesting – to me, it felt almost like a “Gucci meta” collection. The self-awareness of the designs showed a play on consumer expectations and over-the-top patterning and accessorising. The show itself was such a spectacle of fashion and so weird that I barely remember what the venue looked like, or who saw in the front row. This look, in particular, stuck out in my mind, with the playful combination of colours and use of the classic Gucci tee, which we now see coming back into popularity in a huge way.

Nina Ricci

Nina Ricci’s collection was probably one of my favourites from PFW. It was so beautifully done, so well styled and had that Europe-in-Autumn romance vibe that is a bit difficult to articulate, but so easy to recognize when it is seen. I loved the use of colour and the clean tailoring done on the jackets and trousers. The point I’m trying to get at is I want everything from this collection, so if anyone from Nina Ricci is reading this, please hook ya girl up.

Claire Ball, Editorial Contributor

Photo Credit: Vogue Runway. L to R Yeezy, Balmain, Saint Laurent, Moschino.

One of my favourite ready-to-wear looks from this season was of course in the Yeezy Season 5 collection… shocker! Everyone knows I am a tomboy at heart. I am always drawn to boyish style like hoodies and baseball hats. I have never been much of a girly girl in my style, and this look made all my childhood tomboy dreams come true. The sweatshirt and hat with the hunting camo patterned pants and boots give me all the feels. I really identify with the tomboy look that the Yeezy collections always pull off so well. Yeezy always gets me.

The Balmain collection really stood out to me. The theme seemed to revolve around wild animals. There was a lot of animal prints and textures, as well as a lot of strong colours and shapes that together produced a sort of animal kingdom on the runway. One of my favourite looks pulled together a vintage looking wolf t-shirt layered over top of a long sleeved camo-style shirt and paired with a mini skirt and super-high boots.

This Saint Laurent was probably one of my favourites this season. The collection brought the sass to the runway. Designer Anthony Vaccarello’s sophomore show was a collection of my after-dark wardrobe dreams. All of the black velvet, shiny dark leather, deep v-necks and strong shoulders are what makes this collection feel dangerous. It’s strongly feminine without being overly romantic. I just love YSL.

I oddly fell in love with the mail packaging look Jeremy Scott gave the Moschino collection this season in Milan. Cardboard camel colour with packaging logos, stamps, and shipping tape really intrigued me. The reduce, reuse, recycle message was a different take on the logo-mania that has been infiltrating the runways. Nevertheless, Jeremy Scott has somehow found a way to make UPS delivery boxes simultaneously witty and chic.

Liat Neuman, Fashion Contributor

Photos: Vogue Runway

Loewe

One of my favourite looks is the patchwork dress from Loewe FW17 collection. The designer knows exactly how to express femininity in a retro-contemporary kind of wayThere is something extraordinary and sophisticated, yet defiantly wearable about this maxi shift dress. The relaxed silhouette along with the earthy hue and the matching mustard bag, evoke a modern feminine look with a touch of vintage feel.

Stella McCartney

The designer knows how to juggling between masculinity and femininity elements. Here is my favourite piece from FW17. I adore the retro conical bras underneath the structure top and the high waisted oversized pants. The sharp tailoring against the relaxed fit button delivers a strong message of confidence yet sexy femininity.

Proenza Schouler

The collection gives a whole new meaning to ‘Minimalist Elegance ‘. The abstract prints, the one sleeved that expose a bare arm and the mixed of textures, there is no denial that daring and minimalism can go hand by hand and complete each other perfectly and create this bold approach.

Continue following our fashion & lifestyle coverage on FacebookTwitter, and Instagram.

“When do we want it? NOW!”

With women’s fashion month in its final stretch for the spring/summer 2017 season, we couldn’t help but touch on the topic of the season, see now buy now! For those of you who may not be in the loop, the “see now, buy now” model is as simple as it sounds. Collections are shown on runways in the fashion capitals and are immediately available for sale following the show. As more and more designers (Tommy Hilfiger, Rebecca Minkoff, Ralph Lauren, Alexander Wang x Adidas, Moschino, Michael Kors, and Proenza Schouler to name a few) jump on the bandwagon we wanted to see if this new business model has been successful or whether the hype is all for nothing.

One of the first brands to adopt the model was Burberry. Starting off last February having select pieces such as bags and scarves from their Fall/Winter 2016 collection available online following their show. This time around the brand decided to go full force and have the entire collection available not only in stores, but also on Snapchat, WeChat, Kakao and Facebook Messenger (where the show was live streamed)!

Burberry "Seasonless" Collection
Burberry “Seasonless” Collection

Now let’s talk about Tommy. If you didn’t hear about the Tommy Hilfiger x Gigi Hadid collaboration you must be living under a rock! This season was huge for Tommy… literally. Tommy Hilfiger converted Pier 16 in New York City into a two-day carnival (one day for the runway show, the second day open to the public) and this show TOOK OVER social media!

mtqxndewodi5ndm3mjq5mtaz
Tommy Hilfiger x Gigi Hadid

Standard to most shows during fashion week, Tommy live streamed the coveted show at the “Tommy Pier” located at South Street Seaport in downtown Manhattan and made the collection available for sale immediately following the show. As you can just imagine with the power of technology and social media, the collection was almost completely sold out shortly after it’s debut. So this new see now, buy now model is a success after all?! At least for Tommy it was but here is why. Take an Instagram famous super model, pump up fans for the upcoming event (and that it is open to the public the next day for one day only!!!) build an Instagram-savvy show space (which IRL was amazing, FYI) and design a collection with pieces that are seasonless, affordable, and wearable to the general public and you have the equation to the see now buy now model! Not only was this a success for the Tommy x Gigi collection but this event caused such a boom in sales, that almost all items available on the Tommy Hilfiger website sold out or were left with very limited quantities.

screen-shot-2016-09-28-at-1-05-17-am

tommy-x-gigi-fall-2016-runway-tommynow-tommy-pier-in-new-york-city
Tommy Hilfiger x Gigi Hadid

Rebecca Minkoff also took part in the new model, showing her latest collection on the sidewalk outside of her Soho store location making it ever so easy for her guest to shop the collection right after the show. Not only did she make it easy, Minkoff’s collection was worn by both models and influencers on the runway and half of the guest at her show were customers. R.M. also released that the previous season’s see now buy now show generated a 200% increase in sales that month!

Rebecca Minkoff show outside Soho store.
Rebecca Minkoff show outside Soho store.

Another success story comes from none other than Mr.Wang himself. Alexander Wang surprised guests with his Adidas capsule collection following his show in New York on September 10th with no prior announcement of the collaboration. Following his show, Alexander hosted a festival themed afterparty to celebrate the collection alongside his celebrity-filled guest list. Wang made the collection that isn’t scheduled to hit stores until spring, available in various locations around NYC and other cities in pop-up trucks where fans lined up for hours before the truck even arrived at the location! Are we seeing the pattern here? Affordable, wearable, involve public figures that people look up too and this seems to be how the see now buy now model works, am I right? A new element Wang added to his equation is the element of scarcity. Having the collection available for only a select amount of hours at select locations makes the collection even more desirable than just seeing it on super models!

Alexander Wang x Adidas Originals
Alexander Wang x Adidas Originals

Now with all these success stories you must be wondering how can this work for everyone? Well it didn’t work so well for a few and it isn’t the right approach for all designers. Look at Tom Ford for example. As we discussed a component necessary to the see now buy now approach is “seasonless” clothing. Ford’s latest collection was what he called “fall/winter 2016” presenting clothing for the colder months ahead including fur coats and turtlenecks, which don’t get me wrong were amazing, but are not what one is looking to wear immediately following the show, on the last few days of summer. Another element to the equation is price. The see now buy now model tests the impulsive behaviour in us all. That being said, we have to be able to justify spending a decent amount of money in that very moment. Unfortunately, a fur coat worth thousands of dollars is simply not everyone’s typical impulsive purchase.

hbs-tf-fw16-6
Tom Ford Fall/Winter 2016

What does this mean for the industry? That we will have to wait and see, as the model has already forced changes in the way things work. For example, buyers now must secretly make their way into showrooms where they view collection months before their runway debuts (and sign non-disclosures, of course) in order for it to be for sale following the brand’s runway show. Not only this, but fashion shows are likely to only become larger and larger! As we learned, the see now buy now equation calls for a large production that the public will rave about! Great job Tommy!

Although this all may seem like a new phenomenon, one brand has mastered this approach and been using this business model for years. Swedish brand H&M! Each year, H&M announces a new designer collaboration that typically has a runway show or presentation hours or just days before the collection is available to the public. The collection is relatively affordable and only available while quantities last! H&M never seems to fail using the see now buy now equation even adding in a few extra components, making it a huge publicity stunt and adding the high-end designer prestige! H&M is set to release their next collaboration this coming November with Paris designer KENZO!

kenzo-hm-01b
H&M X KENZO