The words “See now, buy now” have been the buzziest of buzzwords at Fashion Month this season, with many major designers stepping outside the usual six-month-out schedule to dip their toes into the brave new world of instantly available collections catering to the digitally-savvy consumer.
In New York, Ralph Lauren debuted what he called “The September Collection” with splashy back-to-back runway shows outside the brand’s Madison Avenue flagship, after which more than 150 pieces went on sale in the store, online, and with select retailers; in London, Tom Ford sent models swishing down the runway in padded jackets, tweed skirts, and long-sleeve sequin gowns (shoo-ins for the upcoming awards season), and following the show launched the full collection, complete with look book and ad campaign, while Burberry trotted out haute sleepwear layered so perfectly that you couldn’t help but want to browse through the selection at Bergdorfs, Saks, and Barneys immediately after the designer took his final bow.
It wasn’t only those trafficking in $10,000 dresses and $2,000 boots that made a play for the impatient shopper, either: Contemporary brands like Club Monaco and Rebecca Minkoff presented fall collections at New York Fashion Week in September, during what—in name at least—were the Spring 2017 shows. Thakoon, which for years shared the shelves with high-end labels like Derek Lam and Altuzarra, shifted this season to a direct-to-consumer model at a more approachable price point, and the floral dresses, faux-mink coats, and cozy ribbed sweaters he showed last month are now being rolled out online and in his new flagship Soho store in limited-edition releases every two or so weeks.
Another headliner of the season, Gigi Hadid‘s collaboration with Tommy Hilfiger, has already begun to sell out online (no surprise here: The looks Gigi wore in the show were the first to go), but you can still snag some of the nautical-Americana looks—think bombers, military coats, and anchor-emblazoned tees—at Tommy.com and at retailers like Selfridges and ASOS.
Paris designers have been notably reluctant to adopt the see-now-buy-now model—so even if you happen to have a few grand burning a hole in your pocket, don’t get your hopes up about getting your hands on one of Chanel’s chain-strap robot bags till spring. One exception was Off-White’s Virgil Abloh, who included one handbag in his recent show that went on sale in stores and online October 2. The Binder Clip bag, a cross-body style that’s already begun making the street-style rounds, is “a sign of the times,” Abloh told WWD. “I personally like the idea of being able to get something I like right away versus waiting six months to purchase it.”
While it remains to be seen whether this shakeup of the fashion system is the way of the future, in many ways, it makes Fashion Month more relevant than ever to those outside the fashion industry—especially those in the market for a shiny new fall wardrobe. Ahead, we’ve tracked down our favorite pieces from the newly-shoppable shows—some fairly affordable (hello, $150 velvet booties!), others, well, not so much (looking at you, $12,000 Tom Ford gown). In the end, you’re voting with your dollars—and you can be sure designers are paying close attention to where they’re going.