Misha Nonoo, a young advanced contemporary women’s wear designer, is shifting her business to a consumer calendar. The designer, who skipped a fashion show last season in favor of an “Insta-show” where she posted her collection on Instagram and had influencers such as Lena Dunham and Olivia Palermo post pictures on their accounts, is again foregoing a fashion show in February.
That’s because she’s gearing up for September, when she’ll stage a fall show for consumers, Nonoo told WWD.
“You have to give it a minute to catch up in a way,” she said, explaining there’s no point in showing the same collection twice on the runway. She’ll show her fall line to the industry in her showroom in February.
Nonoo said she decided to forego a February show (she wasn’t on the fashion calendar this season) and go directly to consumers based on the success of its Insta-show, plus the fact that the industry is changing dramatically, and that e-commerce over the last 12 months has become 20 percent of her business, without any marketing dollars behind it. “We’ve seen such a dramatic shift in the way technology and the Internet have sped things up in the industry and also the way people consume. You have to take a proactive approach in how you look at sharing your collections with the customer now. It’s almost unfair to show them things these days that they have to wait six months to get.”
“We’ll be able to show the new collection to the customer and they’ll be able to shop right away,” she added. “Ultimately, all I want is to service the customer better. I want to give her what she wants when she wants it,” said Nonoo, who produces in New York.
Nonoo said she plans to build a consumer audience in September through social media. Her “Insta-show” reached more than 15.1 million followers on Instagram, and during September 2015, the month of the Insta-show, the brand received an 80 percent increase in new visitors to the site, said a Nonoo spokeswoman.
The Bahrain-born, London-bred designer launched her namesake label in fall 2011. She was a finalist for the CFDA Vogue/Fashion Fund and International Woolmark Prize and is a participant in the CFDA’s “Incubator” program. She has also been awarded the Fashion Group International’s Rising Star award for women’s ready-to-wear.
She said she plans an event with RewardStyle during New York Fashion Week to promote the spring collection.
As reported, the Council of Fashion Designers of America has hired the Boston Consulting Group to conduct a study to define the future of fashion shows. The study is expected to take about seven weeks. BCG is surveying industry experts to explore a possible shift to shows that are more closely aligned with retail deliveries. Rebecca Minkoff, for one, isn’t waiting for the study’s completion and will be having a consumer-facing show in February.