Instant Fashion: Did It Work? Will It Last?



WWD reviews the instant shopping experience, in-store and online, and rates the designers’ performance.

From This Issue

The recent expansion of the 100-year-old Panama Canal is allowing for faster international shipping of apparel


How Improvements in Shipping Will Help Brands Deliver

Improvements in shipping, transportation and package-handling will help brands deliver instant fashion.

clock October 12, 2016Arthur Zaczkiewicz and Arthur Friedman

Tommy Hilfiger thanks the audience at his fall runway "carnival."

Designer and Luxury

Instant Fashion: Salvation or Gimmick?

See-now-buy-now attached itself to everything from a handful of items to a capsule to a full-blown collection. But is it a good idea?

clock October 12, 2016Lisa Lockwood and Sharon Edelson

Christopher Bailey

Designer and Luxury

Christopher Bailey Readies Burberry for a See-Now-Buy-Now Future

Christopher Bailey believes that see-now-buy-now is fashion’s future and he’s making sure Burberry is ready. How do you prepare a multibillion-dollar brand for the next big thing?

clock October 12, 2016Samantha Conti

Tommy Hilfiger & Gigi Hadid

Designer and Luxury

Designers Dissect the Instant Fashion Experience

It may have been a rush for some, and a relative breeze for others, but the see-now-buy-now club this season nonetheless walked away having learned some valuable lessons. The biggest one? They definitely would do it again.

clock October 19, 2016Lisa Lockwood and Samantha Conti and Luisa Zargani

Ralph Toledano, Caroline Rush, Steven Kolb, and Carlo Capasa

Fashion Features

Fashion’s Associations Weigh In on See-Now-Buy-Now

The heads of the fashion industry’s leading associations weigh in on the impact of see-now-buy-now fashion. Do they believe it’s the way of the future or just a flash in the pan?

clock October 19, 2016WWD Staff

Analysts believe the instant fashion trend brings positive pressure to the fashion world.


Wall Street’s Love Affair With Instant Fashion

Analysts believe the instant fashion trend brings positive pressure to the fashion world.

clock October 20, 2016Debra Borchardt

The sea of smartphones at Rebecca Minkoff’s presentation.


How Social Media Drives Instant Fashion

It’s hard to overstate the impact of social media and the rise of bloggers on the instant fashion phenomenon.

clock October 20, 2016Maghan McDowell

Can Fashion Magazines Cash In On Instant Fashion?


Can Fashion Magazines Cash In on Instant Fashion?

It isn’t often that new revenue opportunities arise in the world of fashion magazines, but the direct-to-store runway movement could be just that if it gets off the ground.

clock October 20, 2016Alexandra Steigrad

Donna Karan speaking at WWD's ceo summit in 1997.

Designer and Luxury

Donna Karan: The Prophet

For as long as anyone can remember, Donna Karan has been outspoken about the flaws of the fashion industry.

clock October 20, 2016Lisa Lockwood

Wanting It Now

Ready To Wear

Consumer Demand for Immediacy to Keep Pressure on Designers

An increasing consumer desire for immediacy is expected to keep the pressure on designers to deliver quickly.

clock October 21, 2016Evan Clark

Trans-seasonal styles from Carolina Herrera, Bottega Veneta and Versace.


Instant Fashion Starts With the Fabric

Designers who want to play the instant fashion game have to negotiate a supply chain that starts with fabric and fiber choices that address weight and comfort.

clock October 21, 2016Arthur Friedman and Katya Foreman

The fast-fashion phenomenon can be traced to retailers like H&M


Will Instant Fashion Mean the End of Fast Fashion?

If see-now-buy-now means more power for the consumer, there is one group that stands to lose from an instant runway-to-store presentation: fast-fashion retailers.

clock October 21, 2016Joelle Diderich

Will Instant Fashion Mean the End of Fast Fashion?

Designer and Luxury

Scoring This Year’s Instant Fashion Collections

As designers begin to offer instant gratification instead of six months of anticipation, the big question is: How well will they deliver to customers?

clock October 19, 2016WWD Staff


Today's Must Read

BERLIN, GERMANY - APRIL 09: Kwes Darko, Skepta, Slowthai and Alex Sossah arrive at Bottega Veneta Salon 02 Berlin at the Berghain on April 09, 2021 in Berlin, Germany. (Photo by Getty Images/Getty Images for Client)


Bottega Veneta’s Berlin Show, Party Receive Backlash on Social Media

clock 20hMartino Carrera

Social Studies

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