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Social Media & NYFW

October 07, 2016

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This edition of New York Fashion Week has been unique because more brands were testing the waters with a see now and buy now approach while others offered presentations that kept their designs to a select number of individuals while others opted for traditional runway shows. Yet, it was the presence of the ever-increasing amount of smartphones that really caught my attention.

When I attend a fashion show, it's with an editor eye. I'm there with a purpose and want to look at the designs and to get as close to the garment as possible - to see the fabric and the details. Although, as more and more seats are taken up by influencers and bloggers that are there to be seen, the amount of phones in the air before, during and after the show is ever present.

Now, as I looked around this past NYFW, I did wonder if this bubble will burst? Will the focus shift back to the clothes and away from the people in the audience who can Instagram or Snapchat the best images and who can do it the quickest?

I do think we will continually see a shift in how the designers showcase their fashions with spring/summer 2017, which was this past NYFW, laying the foundation for what's to come. Will sales increase from those retailers that leveraged the see now and buy now approach? Or, will those that kept their audience small and intimate have a better chance of garnering more attention from the buyers and press who could spend time with the designer and the designs? Or, will fashion brands keep going bigger and bigger with runways shows encompassing more of the public - whether in real-time or via live streaming or other social media channels?

Model at the Tommy Hilfiger Fall 2016 runway show

We will certainly find out more soon.

Until then, I've learned a valuable lesson from this season's NYFW - sometimes, the best way to experience something is to set the smartphone down and take it all in, from the sites to the sounds to the people to the...designs.

- Aimee

P.S. Although this past NYFW was all about spring/summer 2017, be sure you are set for fall 2016. Now is the time to stock up on Adea's Layering Tops.

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