The norm in fashion has always been to show your collections on the runway, but not actually sell them until six months later. More and more brands are leaving this tradition for the ”see now-buy now” model, instead making it possible for consumers to buy straight off the runway. Which is exactly what H&M is intending to do tonight, showing their latest H&M Studio Collection at the ongoing Paris Fashion Week. The show will be broadcasted live on their site, and while watching you can buy the items you like.
Swedish brand Greta Gram did something similar at Fashion Week Stockholm in August when specially invited visitors could bid on selected items via the Tradera app right after the show. Want to see the show? Tune in at 21.30.
Whether or not this model is the way to go for the future is still too early to say. Some brands have reported spikes in sales, but some are still hesitant. To me it seems like fast fashion brands like H&M now has become even faster than before, and the question is if that’s such a great move for the future.