Rethinking Fashion Week with Rebecca Minkoff
Rebecca Minkoff, has been at the forefront of rethinking the way fashion is delivered to consumers. From being one of the first designers to install smart mirrors to partnering with smart wearables, she is always trying to make fashion more smart and accessible by all. No wonder she presented her SS’17 fashion show in a unique way. We have put together 5 aspects you need to know about this incredibly interesting and shoppable runway show.
- Virtual Reality: During Fashion Week SS17, Rebecca reached out to her consumers using Augmented Reality. She brought this experience to everyone interested in the show using the Zeekit App. We went to witness this experience in Rebecca Minkoff store in SF. The idea that she recreated the mood along with a festive environment made the consumers excited. She partnered with Maybelline and Tressme to provide runway created looks, while we enjoyed some bubbly. Overall, this experience combined technology and made us feel connected to the runway.
2. Bomber Jackets: Rebecca is known to understand her client well. This collection was no exception. Her models embodied the always on the move woman. Her collection was an extension of her Fall’16 theme of gypset attitude. Her clothes are well known to be great for every season. They can be dressed with sneakers or heels to morph your look from one occasion to the other. We loved the moto jackets with powerful messages designed by the woman graffiti artist Gilf — Ann Lewis. The proceeds from the sale of these jackets were donated to a human rights charity.
3. Location: For long , indoor runway shows have been a trend. This year that was reimagined by Rebecca Minkoff by bringing the fashion show to Greene street right outside her NY flagship store. This was perfect for casual themed Ready to wear looks that were presented. One of the best attributes of this location was that a viewer could be anywhere on that street to get a good view of this collection. The live music outside added to the ambience of this beautiful runway show.
4. Influencers Connectivity: For a long time now, the connection between brands and consumers has been via social media influencers. These influencers are pivotal in carrying forth the brand message in a non chalant way. Rebecca in this show moved these front row seated influencers to the runway. This idea of bringing real girls to showcase her collection was a brilliant one as it not only helped in providing the familiarity with the consumers early on but also showed how she believes the influencers were an important part of her brand messaging.
5. #SeeBuyWear: Fashion shows are about representing and selling a seasonal collection. There is no point to showcase beautiful garment and there being a lag between then and the time when consumers can own these items. This industry wide old notion has been changed by the likes such as Rebecca Minkoff who made the runway pieces available in retail stores the same day. This instant gratification experienced by the consumers is the future of fashion. While at the store we could see some of her runway pieces available for purchase. She is popularizing #RunwaytoRetail movement, which is here to stay.