Show: Saturday, Sept. 10
Minkoff and her team clearly got the memo — or one could say they’re certainly helping to define see-it-buy-it-wear-it as it evolves before our eyes. The company’s web and social teams teased the live-streaming of the show on the Rebecca Minkoff web site in the days leading up to the event. At precisely noon, a live, 360-degree view of the runway began streaming so that even those on the left coast could take in the scene in real time, sitting among guests as they fanned themselves and took selfies while waiting and later bopping to the live music during the show.
Within about a half-hour of the show’s close, images of Minkoff’s fluttery, romantic dresses, motorcycle jackets and coats from the runway appeared on mobile and desktop. About an hour after that, the “buy” function became available with nearly all pieces of those looks — down to the booties and embroidered guitar straps — available for purchase and delivery, with ample sizing options. The experience up to this point was what shopping should be: fun.
— Kari Hamanaka
Rebecca Minkoff’s web site invited customers to shop runway looks at her SoHo store at 96 Greene Street immediately following her runway show at noon on Saturday, which was held on the street in front of the store.
When the show finished, customers navigated the crowded sidewalk to get into the store, forming a long line outside that didn’t dissipate until after 3 p.m.
Near the entrance, a few racks of clothing were identified as “hot off the runway.” A long suede coat was available in all sizes (small, medium and large). Black moto jackets emblazoned with phrases such as “We Are One,” “Love Is Love” and “I (Heart) NY” hung beside long and short versions of filmy black dresses with gold Lurex dots.
Not all runway looks were immediately available: a mixed-print tiered dress was nowhere to be found on the racks. A sales associate pointed to the Anake dress, which was part of Minkoff’s fall line, but not the dress in question. The associate played Minkoff’s runway video on her tablet and the Fleur dress, $288, was the first look. The dress could be ordered from the tablet and shipped to a consumer’s home in three to five days, the associate said.
— Sharon Edelson