Fashion Week was traditionally when brands would show collections that would not be shoppable for months, but lately, the ‘see-now-buy-now’ thing is really gaining ground. New York’s Spring 2017 Fashion Week brought plenty of change. Starting from day one, Tom Ford did not present Spring at all, but in-season Fall pieces which were for sale immediately following the runway. With not only Tom Ford but also Ralph Lauren and Tommy Hilfiger, trying out the new model in New York, fashion’s ‘see-now-buy-now’ experiment is starting to look like the new way to do business.

Hilfiger also presented in-season Fall merchandise when the industry actually showed next Spring’s clothes. Moreover, Hilfiger turned his runway into a two-day shopping event. He collaborated with supermodel Gigi Hadid and cohosted a giant carnival on a pier at South Street Seaport for a crowd that consisted of 50 percent insiders of the fashion world and 50 percent consumers. If you were not lucky enough to be one of the 2,000 guests at Friday night the pier opened up to shoppers all day on Saturday too. Is this ‘see-now-buy-now’ business model here to stay?