Usually it’s the hoards of street-style photographers blocking traffic during New York Fashion Week, but not so on Madison Avenue this season.
Instead, it’s a giant temporary greenhouse on the corner of 72nd Street and Madison Avenue in Manhattan that is catching all the attention. Ralph Lauren has constructed the structure in front of its flagship store and will host its Sept. 14 runway show there.
The iconic label has shaken up its traditional fashion week plans in a big way this season. The brand moved its usual Wednesday morning shows to the evening and promised it would also show a buy-now, wear-now collection to acommodate changing consumer shopping habits.
It’s one of the important shifts by brands in 2016. Tommy Hilfiger tapped social media star and model Gigi Hadid to walk its runway this year and represent the brand as a new fresh face. The designer took his show to the New York waterfront with a carnival theme — complete with rides and hot dogs — that was open to the public after the event.
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Another designer with an increased consumer focus was Rebecca Minkoff, who took her show to the cobblestone street in front of her Soho store on Sept. 10.
As more designers experiment with seasonless fashion, more consumer-driven shows and a buy-now, wear-now mentality, fashion week will surely continue to evolve.