Ever been to Australian Fashion Week and saw a look come down the runway that you had to have IMMEDIATELY? Yeah me neither lol, but IMG, the company that hosts the Mercedes Benz Fashion Weeks have come up with a solution that allows interested consumers to purchase pieces directly from the runway show via their website or by phone. The difference between this site and Moda Operandi is that the items ship in approximately eight to 10 weeks instead of several months later.
This all happened just in time for Mercedes Benz Fashion Week Australia that began on Sunday. Fashionista.com reported that their local retail stores are feeling the heat of fast fashion stores like H&M moving in and literally shutting down local brands with their cheap pricing and cute clothes, so it makes sense that Australian designers are the first to jump on it and are courting international sales.
No word on what other cities will participate in the future, but it will be interesting to see... This model seems ideal for socialites, fashion editors and other fashionistas with long money lol, but not so much for the poor designers who now will be forced to hurry and create capsule collections in order to stock their online stores.
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