Iconic American designer Tom Ford has announced that he will abandon the see-now, buy-now model. While ford was one of the early adopters of the model, the designer will return to New York Fashion Week in September with to show spring/summer 2018.
WWD reports that Ford had initially been optimistic about the new approach to collections but “the store shipping schedule doesn’t align with the fashion show schedule.” Ford also revealed to WWD that business initially “boomed” following his see-now, buy-now show, but the hype around the collection did not account for coverage he ultimately lost through long-lead press.
