Misha Nonoo to skip fashion week for second consecutive season
CFDA designer Misha Nonoo has opted to sit out of yet another New York Fashion Week. The designer will hold a consumer-focused fall fashion show in September closer to when the fall collection will hit stores, and she will hold private appointments for buyers and editors this February.
Nonoo first skipped NYFW last season, holding an “Insta-show” digital presentation instead. Images from her Spring 2016 collection began to roll out on Instagram one week before fashion week. The response from her 15.1 million Instagram followers worked in her favor so much so that she will skip fashion week again for a consumer-focused premiere.
“We’ll be able to show the new collection to the customer and they’ll be able to shop right away,” the designer told the American media. “Ultimately, all I want is to service the customer better. I want to give her what she wants when she wants it.”
The designer is just one of a number of designers looking to change their approach for the customary fashion week presentation format. Some designers have changed venues or have tried to be inclusive of the customer.
Cynthia Rowley announced that it will present its fall collection in Los Angeles at Fashion Week Los Angeles and Tom Ford left London for NYFW. Rebecca Minkoff announced that its show at NYFW this February will include spring styles that will be available for purchase, as Jeremy Scott has done on occasion for Moschino and Thakoon will do this February. Rag & Bone has also been inclusive of the customer in September by partnering with Uber to gift tickets to its Spring 2016 show to a lucky winner. Even the CFDA has entertained the thought of overhauling the fashion week format to be more inclusive of the customer and limit confusion.
Nonoo’s “Insta-show” resulted in an 80% increase in new visitors to the brand’s website. Presenting the fall 2016 closer to when the collection hits stores could result in a boost in sales for the brand.
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