Givenchy famously opened up its show to the public this past New York Fashion Week. Thakoon announced a brand-new, seasonless business plan last week. Today, Rebecca Minkoff made an announcement that combines those two approaches. The designer will show on the NYFW calendar in February, but will be showing products that are immediately available (or will be within the next 30 to 45 days) according to a release from the label. And rather than being made up of department-store buyers and magazine editors, the audience will consist of some “top customers” of the brand. (Minkoff will still show next-season merchandise to the industry crew, via appointments.)
While shows oriented toward customers aren’t totally unheard of— Dolce & Gabbana invites high rollers to a yearly Alta Moda bash in their glamorous Italian destination du jour, and couture clients are typically given priority at shows— Minkoff is doing it at a more approachable price point, where a lot more people can buy in. “We have seen that the current fashion show system isn’t working,” she said in a release, pointing out that there is a 6-month lag between the time her wares walk the runway and when they hit store racks. As with practically every fashion venture nowadays, “influencers” will be enlisted to help promote the goings-on (we’ve reached out to the company for more information on that facet of the plan, and will update this when we hear back.) Like Thakoon’s, though, Minkoff’s attempt to shake up the industry will only become a movement if others join in— but we’ll be watching with interest to see how it pans out.