Ralph Lauren to host ‘see-now, buy-now’ collection in New York

Instead of staging a traditional show at NYFW, the designer will host a “see-now, buy-now” show at his upstate New York garage, with his vintage luxury car collection as the backdrop.

Ralph Lauren will present his Fall 2017 collection on the evening of September 12. His garage, which is not located at his residence, and personal collection of luxury cars including vintage Ferraris, Bugattis and Bentleys will serve as the show’s set. Guests will then be invited to a private dinner following the show.

In addition to the change in venue, the upcoming show will also depart from the usual style by presenting the collection in the increasingly popular see-now, buy-now format. In another departure, Ralph Lauren will also show his Ralph Lauren Purple Label menswear line alongside the womenswear. Designers such as Tommy Hilfiger and Tom Ford have also experimented with the see-now, buy-now model in recent years.

Though the Ralph Lauren show is only moving upstate, many New York-based designers have begun to depart from the city to show their collections in other locations. Proenza Schouler and Rodarte notably showed their collections during the Paris Couture shows earlier this month. Joseph Altuzarra also recently announced he would show in Paris in the fall in lieu of New York.

Ralph Lauren

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