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The Styled Side: from runway to your closet...and no delays




A model walks the runway during the Mercedes Benz Fashion Week in Smashbox Studios in Culver City in April 2004.
A model walks the runway during the Mercedes Benz Fashion Week in Smashbox Studios in Culver City in April 2004.
Frazer Harrison/Getty Images

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Spot a look on the runway that you'd love to buy and wear right away?

Tough.

What debuts during fashion week traditionally finds their way to the racks about six months later.

But there's a movement afoot towards a "see now/buy now" approach, says Michelle Dalton Tyree from Fashion Trends Daily.

"Simply, it’s brands making the items they show on the runway immediately available for purchase," she says.

It started with designer Burberry, then Rebecca Minkoff did it soon after, too.

"There is real fatigue with the traditional runway show," says Tyree, "and a lot of big names in the industry have been saying that this is the way forward."

Part of the pressure comes from fast-fashion labels which can quickly copy a runway look and get it into stores well before the original designer can even start production.

"By the time consumer sees the 'actual' designer pieces, it’s been knocked off so many times that they don’t need to purchase the designer piece," she says.

The trend comes to Hollywood, next week, when label Alice + Olivia hosts a runway show featuring the Alice + Olivia x Grateful Dead collection in time for Coachella.

Afterwards, 12 pieces of the collection will be available for both actual and “virtual” attendees to snap up immediately. 

"I think this event here signifies a tipping point," say Tyree. "Get ready to see a lot more of this during the fall fashion show, and we’ll see even more events like this out West as brands not only showcase the SoCal lifestyle but also court the Cali consumer even harder."