Designers like Ralph Lauren, Diane Von Furstenberg and Tommy Hilfiger are experimenting with a new type of fashion show called “See-Now-Buy-Now.”

CCTV America’s Karina Huber has more.
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Tommy Hilfiger went all out for his latest show staged on a pier that featured a Ferris wheel, tattoo parlor and lobster rolls. The over-the-top theatrics was meant to create excitement for a brand that has been struggling in North America. It was also an attempt at attracting younger consumers.

The clothing on display was designed in collaboration with model and social media star Gigi Hadid.

But what was perhaps most revolutionary is that about 1,000 non-industry people were invited to watch the show and were able to buy what they saw on the runway that very day.

Traditionally consumers have to wait six months to get their hands on garments featured on the catwalk. But the rise of “See-Now-Buy-Now” is changing the game. Burberry was the first global brand to announce it was adopting the new model. Others like Tom Ford, Diane Von Furstenberg and Ralph Lauren quickly followed suit.

The move was driven in part by social media that instantly gives consumers a look at the latest fashions and in part by competition from fast-fashion retailers like Zara and H&M which are able to produce clothes inspired by the runway in a matter of weeks and at low cost to the consumer.

The change also marks a shift in power. Traditionally, department store buyers and fashion editors dictate what the consumer gets. With “See-Now-Buy-Now,” that’s no longer the case.

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For more, CCTV America’s Di Li did a Facebook live at the unveiling of Chinese designer LANYU’s latest collection during NYFW:

LANYU is headquartered in Beijing and her collection often fuses traditional Chinese design with modern lines.