Show: Wednesday, Sept. 7
This story first appeared in the September 9, 2016 issue of WWD. Subscribe Today.
On Wednesday night, Tom Ford took full advantage of his Instant Fashion first-mover status by hosting an event at the recently shuttered Four Seasons restaurant that was both intimate and inclusive — in the sense that any consumer could see it all unfold on a device of choice, perhaps even with wine glass in hand.
And more to the point, the entire fall collection was shoppable, mere minutes after the models stepped off the stage. This reporter started hunting circa 10:10 p.m., and by 10:24, Look 2 — a sensibly luxe day ensemble of a ruched-sleeve leather top and tweed midiskirt — was winging its way to the west coast of Florida. Given Ford’s prices, the free two-day shipping was nice, if nominal. But for someone to whom money is no object (like, say, most of Ford’s customer base), the designer’s stellar online merchandising could have kept them clicking well past the witching hour. Every look was tricked-out with tantalizing accessories and show-specific beauty, exactly as it was presented live. Advantage, Ford.
— Dana Wood
Shortly after Tom Ford’s Madison Avenue boutique opened Thursday morning, a few shoppers had the run of the store and the entire fall line to leaf through — tweed jackets with double riding belts, tricolor mink coats, shimmery floor-length evening gowns, cuffs, sky-high heels and bags. “Sorry, I got lost in the shoes,” confessed one shopper after momentarily deserting her saleswoman while en route to a dressing room.
A welcoming staffer offered assistance, and chatted about the previous night’s show. “Have you seen the camouflage jacket?” she asked, noting that one had already been sold. Pulling a plum-colored sleeveless gown made with oversized paillettes for just under $14,000, she said, “This is really stunning.”
Sizes were plentiful Thursday morning and the boutique would be restocked as needed, thanks to the designer’s e-commerce site. “It is a little first come, first serve,” she warned.
By Thursday afternoon, the store was buzzing with 30 shoppers; the men’s area was more crowded than the women’s. With the music cranked up a notch and Champagne being passed, the mood was more trunk show than typical boutique experience.
Bergdorf Goodman also got a jump on the see-it-buy-it action. Walking through the Tom Ford area Thursday morning, 12 mannequins were decked out in fall evening gowns, lined up as though they were walking on a runway. Nearby were empty chairs with name cards like “Zayn Malik” and “Iman.” A saleswoman said the store was not yet stocked with more everyday pieces, save for a few items in size 4. “This is nice,” she said, pulling a short leopard-print trench from a rack. “I think it’s from last fall.”
— Rosemary Feitelberg