See now, buy now fashion collections exploded onto the catwalk scene this year with everyone from Ralph Lauren and Tom Ford to Topshop and Tommy Hilfiger offering their customers the chance to buy new season pieces immediately
It’s one of the fashion industries biggest conundrums – showcasing collections that people won’t want to start wearing until the weather allows. So this year a number of companies opted for see now, buy now collections, creating the perfect transitional wardrobe for their customers.
Topshop Unique presented a ‘September Collection’ on its SS17 catwalk which is available for customers to order now. With everything from animal printed polo necks to a floral wrap dress, it’s created the perfect transitional wardrobe that’ll allow you to get ahead on SS17 trends, without having to contract frostbite.
Ralph Lauren presented a see now, buy now collection at NYFW and featured plenty of the brands signature western shirts, slick leather jackets and a stand-out pair of flower-embroidered trousers that you’ll want to wear this season and the next.
Tom Ford’s see now, buy now collection showcased a number of items that are perfect for the wintery season – warm winter coats took centre stage – but also that number one transitional piece: leather jackets, for both men and women.
Alexander Wang presented lashings of neon for his SS17 collection and thankfully he’s released some in a capsule collection for you to shop now. You’ll find shredded denim jackets, coloured jeans, and neon bucket bags to have it feeling a little warmer already.
Burberry were one of the first brands to announce it was launching a see now, buy now collection and it did so in some serious style. With sharply tailored cavalry jackets, velvet jackets, high neck ruffles and SS17’s favourite print – stripes, all featuring heavily, it’s one collection you won’t want to miss.
While Tommy Hilfiger’s show was dominated more by Gigi Hadid and her collaboration with the brand, it also heralded his first forary into see now, buy now collections. In traditional Tommy style there was a strong nautical theme, particularly round stripes, which you’ll want to purchase ASAP and wear all the way through to the end of SS17 thanks to the return of seaside stripes.
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