What happens when Fashion Week stops being fashionable?
If you’re Rebecca Minkoff, you flip it on its head.
“We talk a lot about wanting to be pioneers and wanting to disrupt,” says the 35-year-old designer, black leather moto draped across her shoulders with rebel insouciance. But most designers continue to maintain the status quo.
“Someone pointed out to us whenever we follow the old way, the way we should go, we never win,” she says. “And the second this person said that, I was like, ‘I’m not scared at all. F— it.’”
This season, Minkoff is ditching the traditional fashion-show system. Today, as New York Fashion Week kicks off, most designers will present their Fall 2016 collections, available to consumers in August. But in our age of social media, images of the clothes are instantly everywhere: blogs, Instagram, live-streams. By the time garments hit the sales floor six months later, customers are sick of them and onto the next thing.
Minkoff, instead, will show her Spring 2016 line, arriving in stores within 30 days. The see-now-buy-now plan better satisfies her plugged-in customer.
“It really gives the fashion show new meaning,” she says. “If a blogger or a celebrity posts an image, it’s now actionable and you can go buy those goods.”