Has Misha Nonoo instigated the end of Fashion Week? The designer skipped the traditional runway show and presented her spring collection exclusively on Instagram (@MishaNonoo_Show). She also partnered with a range of cool, interesting ladies including Lena Dunham and ballerina Sara Mearns who modeled pieces from the collection on their own accounts.

“What I’m really happy about is all that time spent on Instagram mounted in something innovative — ’cause I spend way too much time on that app,” says the designer.

She tells us about why she’s ditched the runway and who gets her “likes.”

Why did you decide to do your show via Instagram?

It’s global and it’s inclusive. Through the influencers we’re going to have eyeballs of 10 million people — and there’s no seating plan. 

Whose Insta account do you like best?
There’s one in particular I love called Macenzo. He’s a photographer who photographs architecture, it’s beautiful. I also love Cool Hunter. 

Tell us about the collection.
The starting point was the 1960s minimalist movement beginning with Donald Judd. He has these graphic but clean lines. It’s minimalistic but bold; it’s daring in its color palette. The foundation [of the collection] is the shirting and layering over that — how you can take a shirt off from underneath and be ready to go to a dinner later on. And I designed the shoes with Aldo.