Misha Nonoo is ditching traditional Fashion Week for Snapchat

New York-based fashion designer Misha Nonoo is giving away front row seats to her latest collection — and you don’t even have to leave the house. In fact, you don’t even have to leave bed, because this fashion show is happening on Snapchat. The womenswear designer made headlines when she opted out of a traditional show in lieu of Instagram reveal last September, releasing images of the spring-summer 2016 collection on her account for the first-ever “Insta-show” of its kind.

Tomorrow, Nonoo will present her latest collection as “live lookbook” on Refinery 29’s Snapchat channel, at 10 a.m. EST. The CFDA finalist’s decision to create a 24-hour-only experience coincides with the launch of her newest sales strategy. As of recent, Nonoo terminated their wholesale relationships with boutiques and stores, making their website MishaNonoo.com the exclusive retailer for the label. The decision to bring the latest collection to consumers via their phones echoes the direct-to-consumer sentiment.

The spring-summer 2017 collection will be on view for 24-hours only, starting at 10 a.m. on Sept. 7 via Refinery 29’s Snapchat channel. Act quick — this is seriously fast fashion.