If Rebecca Minkoff’s Los Angeles flagship store was any indication—complete with flattering, adjustable lighting, a touch-screen mirror to request other sizes and styles, and the ability to make purchases digitally without having to spend a second in line—the trendy womenswear designer always seems to be in the know of what’s next. So we weren’t surprised to find out that her Spring 2017 runway show at The Grove in Los Angeles was also totally tech savvy. As Saturday’s crowd, which included stylish attendees like Lauren Conrad and Chiara Ferragni, watched the breezy, surf-inspired collection go down the catwalk, they were instantly able to purchase it from the brand’s website, look by look. This was Minkoff’s third runway show utilizing that see-now-buy-now concept.
And that wasn’t the only exciting thing about the show. Onlookers got to see all the new pieces (including cool California graphic sweatshirts, cold shoulder chiffon dresses, and flutter sleeve tops) on a few of fashion’s biggest influencers in addition to the models. Mega bloggers Aimee Song and Natalie Suarez, and actress Jamie Chung were among those who strolled down the walkway in the label’s latest styles. See the whole collection (and all the fashionable faces who wore it) in the video below, and if you like what you see, you don’t have to wait to buy it straight off the site. That’s some technology we can get behind.
by Ashley Tibbits