Misha Nonoo - P 2015
AP ImagesMisha Nonoo is no stranger to taking risks — and no, we’re not necessarily talking about daring designs, but rather her unconventional approach to showing off the handiwork that made her a finalist for the CFDA/Vogue Fashion Fund Award in 2013.
For her spring 2016 presentation, the contemporary designer hosted an “Insta-show” on fashion’s go-to social media platform — a gamble that paid off with views by over 15.1 million Instagram users, according to a spokeswoman for the brand.
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Now for her upcoming fall 2016 presentation, Nonoo has again decided to mix it up by skipping NYFW in February and instead opting to show her collection in September, when the clothing will be available to consumers to purchase. Private viewings will be held next month for editors and buyers, but everyone else will have to exercise a bit of patience.
“We’ll be able to show the new collection to the customer and they’ll be able to shop right away,” the designer confirmed to WWD. “Ultimately, all I want is to service the customer better. I want to give her what she wants when she wants it.”
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Nonoo is not alone in her quest to get the product immediately into the hands of her fans. The New York-based designer is one on a growing list of industry favorites who are forgoing the traditional calendar. Rebecca Minkoff, who has decided to re-show her spring 2016 collection in February so that it can be shopped immediately, as well as Thakoon Panichgul, who is working with new investor Bright Fame to tap into digital options that will help consumers make purchases directly from the runway, are among the other trailblazers.
Last month, the CFDA revealed that they had hired Boston Consulting Group to conduct a study regarding the state of the current structure of fashion week. While results won’t be available for another few weeks, we’re willing to bet that if more designers make moves like Nonoo and Minkoff, there will be some major shakeups ahead.
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