As Fashion Week is beginning in New York City, several notable designers will be absent from the chaos that takes over the city for the upcoming week. Beginning last Saturday, various fashion designers went against the norm and showcased their newest lines in Los Angeles. Although New York has been the center for Fashion Week in America for more than twenty years, designers are looking to evolve their brands and try something fresh in a new city.
Fashion icon Tommy Hilfiger defied tradition this past Wednesday with a show in Venice Beach featuring roller skaters, food trucks and musicians, along with the season’s top super models. “Tommyland,” as the show was called, debuted 55 new looks that were influenced by California and the 70s. The collection also included pieces from “Tommy X Gigi,” a collaboration between the famous model Gigi Hadid, who opened the show, and the established designer. “I’m inspired by the Southern California lifestyle and cool fashion vibe that I really believe is dominant and spreading throughout the world,” Hilfiger told reporters before the show.
Other highlights of the week include a showcase of Rachel Zoe’s latest collection. The celebrity stylist and designer has presented her collections in New York in the past, but felt this year she wanted to be in LA. “For a long time I’ve wanted to do a presentation here … My family is here, and all of you are here,” Zoe told her guests before showcasing her beautiful eveningwear capsule collection.
Another trend that is hitting Fashion Week is the “see now, buy now” concept. In the past, consumers and stylists would have to wait to purchase any of the looks seen on the runway. Now, many designers are instantly offering their looks online. This gives style lovers the chance to buy their favorite looks without hesitation.
Although there was only a small amount of designers present this past week in LA, there were many significant guests in attendance to the shows including Kris Jenner, Nicole Richie, Lauren Conrad, Lady Gaga, Keke Palmer, Eva Longoria and more. As technology and fashion evolve, the fashion industry and its traditions will also change. Steven Kolb, chief executive officer of the Council of Fashion Designers of America, believes “fashion week is at a point where we are in a moment of experimentation.” As fashion week continues, attendants can be sure to see a variety of shows that are less defined than years past.