It has been a trend that has so far divided the heavyweights of the fashion world. London and New York embraced the change, while Paris and Milan remained stalwarts of the current fashion calendar as is. With Burberry leading the pack, many brands soon followed suit.
Speaking to Eva Chen in South Korea on Wednesday, Balmain's creative director Olivier Rousteing said he believed in the see now/buy now model.
"We have to stay connected and go faster. We are probably going to head for [that system], for sure. But it's important to keep key pieces that you will sell later and also have pieces that are available immediately after the show. It's good to have a mix of price points too," he said.
This isn't the most surprising news, as Rousteing has truly democratised the brand during his time as Creative Director, embracing social media and drawing all fashion lovers into his world via collaborations with H&M and Kim Kardashian's mobile game.
Here, he spoke about the innovative ways Instagram can be used in the fashion industry, believing that the community formed is vital to propelling brands into the future. "I believe that Instagram and couture can work together - you can invite people to discover how you work. With Instagram I can push and explain the details."
Chen agrees, stating that this new era of fashion is all about getting more people involved. "Fashion has always been about the future, it's always moved quickly, and yes - it has been accelerated by social media. It's such an interesting time, with enormous opportunity. The velvet ropes have come down in fashion - the future of fashion is democracy and the ability to adapt with the consumer. It's a new way of storytelling."
While it hasn't been confirmed that Balmain will adopt this modern model, it is likely that they will make seasonal capsule collections available immediately post-show rather than the entire collection, as seen most recently by Moschino. Either way, this movement combined with social media has definitely changed the face of fashion, and will continue to do so for many years to come.
Via Harper's Bazaar Australia