See-Now-Buy-Later Movement Gains Traction With Proenza Schouler and Rodarte

If there was one breakaway trend of the Spring 2017 season--other than shocking pink everything--it was the movement toward see-now-buy-now collections. Burberry, Tom Ford, Ralph Lauren, Tommy Hilfiger, Opening Ceremony, and more established brands realigned their shows with the actual seasons, allowing consumers to shop the runway in almost real time. The rationale for such scheduling gymnastics was that customers want what they want--now! In the months since the large-scale shift to see-now-bu...