Rebecca Minkoff Brings Runway Into Actual Street

Alana Arrington Rebecca Minkoff Runway - Publicity - P 2016
Courtesy of Rebecca Minkoff

Alana Arrington Rebecca Minkoff Runway - Publicity - P 2016

The designer takes #RunwaytoRetail to the New York City street.

In February, Rebecca Minkoff staged her first-ever "see now, buy now" show. It turned out to be such a success — the designer says the company saw a 211-percent increase in year-over-year sales within that month.

For her second consumer-facing show, Minkoff took it one step further and brought the runway directly to the people, staging her fall 2016 show outside of her New York flagship on 96 Greene Street along the cobblestone stretch. 

"It's important that as we strengthen our connection with our consumer that we really wanted to let her in on the experience and really epitomize the idea of runway to retail," Minkoff told THR of setting up shop in the streets.

Indeed, the show reached beyond invited industry insiders and select consumers (a mix of retail rewards members and shoppers invited by influencers), allowing passersby (armed with iPhones) to check out the chaotic scene.

Minkoff enlisted top fashion bloggers including Something Navy's Arielle Charnas, The Chriselle Factor's Chriselle Lim, Amlul's Gala Gonzalez, Peace Love Shea's Shea Marie, and Caroline Vreeland to join the models on the runway, further connecting with her everyday customers via these influencers' massive social followings. New York-based folk-rock duo Beau performed live during the show that saw Olivia Palermo, Camila Alves, Victoria Justice and Coco Rocha in the front row.

The designer's "gypset" lifestyle-inspired fall collection offered easy-breezy boho dresses in floral prints with lace-up details, as well as tapping into her signature rock-star vibe with a sequined bomber and moto leather jackets, all available for purchase at The Soho boutique also opened post-show for guests to shop the looks and meet Minkoff.

The finale walk closed with models, as well as Minkoff, wearing leather moto jackets that featured positive, hashtag-ready messages painted on the back by Ann Lewis, known as street artist gilf! The artwork-as-outerwear will be up for auction with proceeds going to NOT ON OUR WATCH, an international relief and humanitarian aid organization based in the U.S.

As one message read, "#ComeTogether," and come the crowd did for Minkoff.

ON THE RUNWAY: Models on the Rebecca Minkoff spring 2017 runway. (Photo: Stephanie Chan)