Tom Ford Pioneers Show-Now-Shop-Now Model With Show at Four Seasons
Illustration by Hilton Dresden
Tom Ford has kicked off NYFW with a stiletto-heeled bang, giving a star-studded Fall 2016 Ready-to-Wear runway show and dinner at the soon-to-be-renovated Four Seasons restaurant in Manhattan. In attendance at the show were Jon Hamm, Julianne Moore, Alicia Keys, Naomi Campbell, and Uma Thurman, among others.
Ford is the first major designer to adopt the radical new Show-Now-Shop-Now business model, where clothing seen on the runway becomes available for purchase in store immediately after the show. This is in contrast to the decades-long tradition of showing a line several months before it hits retail locations, allowing magazines to continue hyping up the garments within their glossy pages.
In an interview with Vogue, Ford explained: “I designed this collection six months ago, so the creative part, that frustration you go through a few weeks before a collection—Is this the right thing? Is this the right shoe? Should we change it? Rip that off? Change that!—that’s not here, because the collection’s done.”
Other major designers are also experimenting with the new sales model: Thakoon and Tommy Hilfiger are among those pulling a similar stunt later this week.
Ford’s show reflected his timeless elegance and effortless glamour: long fur coats, chunky belts, and flowing, sequined dresses ruled the runway. His models included Lucky Blue Smith and Gigi Hadid. The tight, leather silhouettes paired with oversized jackets and sparkling accessories made this collection into a stunning marriage of modern sensibility and old Manhattan socialite.